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品牌、认证标识是重要的质量信号,也是消除质量信息不对称的重要手段。关于消费者对品牌、认证的偏好性问题,部分学者进行了研究,但得出的结论并不一致。究其原因,一是未对商品进行分类,二是采用问卷调查的方式获取消费者的信息。商品可以分为奢侈品、日用品、食品三类,通过消费者行为实验的方法获取消费者关于品牌、认证的偏好数据,并用联合分析法得出:对于奢侈品,消费者偏好品牌;对于日用品,消费者偏好品牌;对于食品,消费者偏好认证。
Brand, certification mark is an important quality signal, but also an important means to eliminate the asymmetry of quality information. Some scholars have conducted research on consumer preference of brands and certifications, but the conclusions drawn are not consistent. The reason, one is not classified merchandise, the second is to use questionnaires to obtain consumer information. Commodities can be divided into three categories: luxury goods, daily necessities and food. Through consumer behavior experiments, consumer preference data about brands and certifications are obtained and analyzed by joint analysis. For luxury goods, consumers prefer brands; for daily necessities, Consumer preference brand; for food, consumer preference certification.