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随着电子商务的快速发展,生鲜农产品网购市场日益繁荣。基于在“天猫”网购交易平台上抓取的524份生鲜苹果交易数据,运用特征价格模型分析我国消费者对网购苹果在感官维度、标签维度和网购维度中各属性的支付溢价。结果显示感官维度属性是影响消费者支付溢价最重要的属性,消费者对国产苹果存在负向支付溢价,对网购维度属性溢价结果表明消费者对网购苹果的可靠性存在质疑。
With the rapid development of e-commerce, fresh agricultural online shopping market is booming. Based on the transaction data of 524 raw fresh apples crawled on the “Tmall” online shopping platform, the feature price model was used to analyze the premiums paid by Chinese consumers to the attributes of online apples in the sensory, tagging and online shopping dimensions. The results show that the sensory dimension attribute is the most important attribute that affects the consumer premium. The negative premium paid by consumers to domestic apples and the premium premium to online shopping dimension indicate that consumers are questioning the reliability of online apples.