报告内容介绍: 通过选取美国过去三十年不断持续发展的社区支持型农业作为研究对象,本人结构性改良已有的离散型选择实验设计及后期模型,基于行为经济的框架同时分析消费者对于社区农业产品属性偏好与风险偏好。分析结果证明前景理论模型的拟合优度明显高于传统期望理论模型。在此基础上,本人进一步进行了不用框架下的价格敏感度及市场占有率的分析,从风险规避与市场定价结合的角度提出建议。 英文信息如下: Investigating Consumer Community Supported Agriculture Purchasing Decision: An Application of Cumulative Prospect Theory Abstract: Using the framework of Cumulative Prospect Theory (CPT), this study investigates consumers’ Community Supported Agriculture (CSA) purchasing decisions under risk and uncertainty. We analyze discrete choice experiment data by employing a CPT framework that allows for flexible reference points and individual preference heterogeneity. For product attributes, the estimation results identify significant CSA intrinsic purchasing utility, followed by price, product variety, and distance. The parameter estimates of loss aversion, risk curvature, and probability weighting vary significantly across the loss model, the gain model, and the full model with both gain and loss. Further comparison between different model specifications suggests that CPT model with the control of all risk parameters generates better goodness of fit than the Expected Utility model. The results of this study shed light on consumer behavior when purchasing products with risks and provide marketing implications for CSA operations.
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