【作者】 蔡杰；

【导师】 徐春秀；

【作者基本信息】 苏州大学 ， 产业经济学， 2013， 硕士

【副题名】基于BDM实验拍卖法

【摘要】 食品安全风险正成为全世界消费者共同面对的重大问题。中国是食品消费大国，也是食品安全事故最为突出的国家之一。食品可追溯体系通过在供应链上记录保存原产地、屠宰加工、运输销售等信息，使得食品供应链各个环节对于消费者更加透明，因此可有效解决消费者与生产者之间的信息不对称问题，目前已被认为是从根本上预防食品安全风险的主要工具之一。虽然可追溯食品有助于消费者识别食品安全风险，但基于价格属性与个体特征的影响，消费者对具有不同层次安全信息属性的可追溯食品的偏好并不相同。鉴于此，本文以江苏无锡市消费者为例，立足于消费者偏好的异质性，构建包括养殖、屠宰、运输销售三种属性不同层次组合的可追溯猪肉，试图探寻消费者对不同层次安全信息可追溯猪肉的支付意愿及影响因素。为引导消费者对可追溯猪肉的真实偏好，引入不当行为期望成本理论，比较分析了四种主流实验拍卖机制，在最优拍卖机制—BDM机制的基础上设计了实验方案，并基于实验数据采用MVP模型对影响支付意愿的因素进行了实证研究。本文的研究结论表明：对于三种不同层次安全信息的可追溯猪肉，每增加一层可追溯信息，消费者的平均支付意愿就增加1元左右。女性、中老年更偏好于屠宰信息属性；低学历消费者更偏好于养殖信息属性，而高学历消费者更偏好于屠宰、运输销售信息属性；关注食品安全的消费者更偏好于运输销售信息属性；知道“瘦肉精”事件的消费者更偏好于养殖、运输销售信息属性。更多还原

【Abstract】 Food safety risks is becoming a major problem for consumers around the world. As alarge food consumption country, China is one of the most seriously harmed countriesbecause of food safety incidents.Through record on the country of origin、slaughter andprocessing、transport and sales in the supply chain，the food traceability system makes thefood supply chain more transparent to the consumers. Therefore it can effectively solve theproblem of information asymmetry between consumers and producers.Now the foodtraceability system has been considered to prevent the food safety risk fundamentally.Although the traceable food help consumers to identify food safety risk,affecting by theprice and individual characteristics,the consumers’ preference for traceable food withdifferent levels of safety information vary in a big way.In view of this, this paper made anexperiment in Wuxi, Jiangsu Province.Based on the heterogeneity of consumer preferences,this paper set different levels including breeding、butchering and transportation salesattributes in order to explore the factors affecting consumers’ willingness to pay fortraceable pork with different levels of safety information. To guide the consumers to makedecisions with their true preferences for traceable pork,this paper introduced the “ExpectedCost of Misbehaving” theory, compared four kinds of main experimental auctionmechanism. On the basis of the optimal auction mechanism—BDM mechanism,theexperimental scheme is designed. Based on the experimental data and the MVP model,thispaper has carried on the empirical research on the influencing factors of willingness topay.The conclusion of this article indicated: For the three different safety information levelof traceable pork, add one layer of the traceability information,the average of consumers’willingness to pay increases in one yuan.Women and elderly are more prefer slaughtering information attributes; Low degree consumers prefer breeding information attributes, highdegree consumers prefer butchering and transportation sales attributes; Consumers focuson food safety are more prefer transportation sales attributes; Consumers who knowthe “Clenbuterol Case” are more prefer breeding and transportation sales attributes.更多还原