摘要
在特征价格模型理论框架下,液态奶产品价格可被分解为营养属性束中各含量特征值的隐含价格/支付意愿。在此基础之上,声称标签和认证标志通过向消费者释放“含量信号”和“质量信号”进一步提高液态奶的营养属性支付意愿和产品特征价格。本文基于430份网络交易数据,采用协方差分析法(ANCOVA)对模型中营养属性的支付意愿和声称标签、认证标志的增值效应进行测算分析。回归结果显示:①消费者具备对液态奶的蛋白质、脂肪和钙三类营养属性的特征需求,其支付意愿依次为1.060元、0.356元和0.091元;②高蛋白声称标签对营养属性支付意愿提高具有3.4%的增值效应;③有机认证、A2奶认证和娟姗牛认证标志的溢价水平高达43.1%、53.3%和29.1%。此外,基于子样本回归的异质性分析和倾向匹配得分法(PSM)的稳健性检验结果表明,声称、认证的增值效应虽在细分组别下程度表现略有不同,但在种类和方向上与整体模型基本一致,上述结论是稳健可靠的。本文还进一步结合对调查样本的描述性分析,提出帮助中国液态奶行业发展的两点建议:尽快建立合适的声称标签行业标准和推广多元化产品认证标志体系。
Under the theoretical framework of the hedonic price model,the characteristic price of one liquid milk product can be decomposed into a set of implied prices/willingness to pay(WTP)of the specific amounts of characteristics.On this basis,the claim label indirectly increases the characteristic price level of the product by releasing“content signal”to consumers to improve their WTP for nutritional attributes.Certification mark through the release of“quality signal”to consumers directly improves the product price.Based on 430 online transaction data,this paper constructs an analysis of covariance(ANCOVA)equation to empirically express the above model.Including the claim labels with slope dummy variables and the certification marks with intercept dummy variables,the paper measures and analyze the WTP for nutritional properties of liquid milk products and its value-added effect.The result of regression reveals that:①Consumers have a demand for the nutritional bundle of protein,fat and calcium properties of which the WTP significantly at the level of 1.060,0.356 and 0.091 yuan per hundred milliliters.②The“high protein”claim label has an interactive effect which increases the WTP by 3.4%.③The organic,A2 milk and Jersey cattle certification marks have a direct value-added effect on liquid milk products at the level of 43.1%,53.3%,and 29.1%.In addition,the results of heterogeneity analysis based on sub-sample regression and robustness test of p-score matching(PSM)show that although the degree of value-added effect of claim and certification are slightly different in different subgroups,it is basically consistent with the overall model in terms of type and direction.The above conclusions are robust and reliable.And furthermore,in combination with descriptive statistical analysis of samples,this paper puts forward two suggestions to help the development of liquid milk industry in China:establishing appropriate standards for the claiming label and promoting diversified quality certification mark system.
作者
刘山水
肖海峰
LIU Shanshui;XIAO Haifeng
出处
《世界农业》
CSSCI
2022年第4期69-82,共14页
World Agriculture
基金
农业农村部和财政部项目“国家现代农业产业技术体系”(CARS-39-22)。
关键词
液态奶营养属性
声称标签
认证标志
支付意愿
增值效应
The Nutritional Properties of Liquid Milk
Claim Label
Certification Label
Willingness to Pay
Hedonic Price Model
