文章摘要
消费者在线上市场更愿意为有机生鲜买单吗?
Are consumers more willing to pay for fresh organic produce online?
投稿时间:2018-07-23  修订日期:2018-08-23
DOI:10.13872/j.1000-0275.2018.0068
中文关键词: 生鲜农产品  电子商务  食品安全  有机生鲜农产品  支付意愿  双边界二分法  营销策略
英文关键词: fresh organic produce  E-commerce  food safety  willingness to pay  double-bounded dichotomous-choice  marketing strategy
基金项目:国家自然科学基金重点项目(71633005)
作者单位E-mail
曾起艳 中国人民大学农业与农村发展学院 zengqy@ruc.edu.cn 
曾寅初 中国人民大学农业与农村发展学院 zengyc@ruc.edu.cn 
丁烨 中国人民大学农业与农村发展学院 yuyutiankong@163.com 
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中文摘要:
      了解消费者对线上市场有机生鲜的购买行为有助于生鲜电商合理开展有机生鲜业务,满足消费者对安全优质农产品的需求。围绕“消费者在线上市场更愿意为有机生鲜买单吗?”这一问题,以网络调研所得的410个消费者调查数据为例,应用双边界二分式的测度方法和Biprobit实证模型,分析消费者对线上和线下市场有机生鲜的支付意愿差异。结果表明,消费者对线上有机生鲜的支付意愿低于线下市场,细分生鲜品类和消费者来看,消费者在线上市场更愿意为水果等食品安全感知风险相对较低的有机生鲜品类支付趋近于传统市场的溢价,而受教育程度高、家中有老人或小孩的年轻消费者对线上市场有机生鲜的支付意愿更高。为提高消费者在线上市场的支付意愿,生鲜电商应该严格把控有机生鲜的质量安全,降低消费者的在线食品安全感知风险;政府部门应加强对生鲜电商食品质量安全的监管;同时,生鲜电商制定初期营销策略时,应以食品安全感知风险较低的生鲜品类为营销重点,以受教育程度高、家中有老人或小孩的年轻消费者为重点目标群体。
英文摘要:
      Understanding consumers’ purchase behaviors of fresh organic produce online is important for E-commerce of fresh organic produce to develop a marketing strategy to satisfy consumers’ demand for safe and high-quality food. Focusing on the question “whether consumers are more willing to pay for fresh organic produce online”, this paper seeks to identify the difference in consumers’ willingness to pay for fresh organic produce online and offline based on an internet survey data in China by the experimental method of double-bounded dichotomous-choice and the Biprobit empirical model. Result shows that consumers are less willing to pay for fresh organic produce online. The difference in willingness to pay between online and offline is smaller for fresh organic produce with lower perceived risk of food safety. In addition, consumers who are young with higher education, with children, or living with elderly family members together are more willing to pay for fresh organic produce online. In summary, this paper suggests the fresh organic produce E-commerce should strictly control safety and quality to lower consumers’ perceived risk online. The Government should strengthen regulations on food safety of the fresh organic produce E-commerce. At the same time, when developing the marketing strategy, more attention should be paid on consumer and product segmentations. Fresh organic produce with lower perceived risk is a key category and people with children or elderly and young with higher education are key target consumer groups.
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