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消费者对茶油价值认知不足产生的信息不对称使得茶油市场失灵,潜在的市场需求无法转变为实际的市场需求。调查统计表明,消费者对茶油具有较好的知名度,但却只有较低的价值认知度。影响消费者对茶油价值认知的主要因素包括消费者的性别、学历、收入水平和对健康的关注程度。对茶油价值的认知不再依赖于通过直接的生产地接触获取,也不依赖于经常购买日常食品。根据实证分析可以预测,对茶油价值认知度高的消费者将越来越多,需要通过不断消除居民的性别偏好意识、促进教育资源的平等分配,降低接受高等教育的门槛、促进收入合理分配和不断提高居民对健康的关注水平来促进消费者对茶油价值的认知。
Asymmetric information generated by consumers’ lack of awareness of the value of tea oil causes the failure of the tea oil market, and the potential market demand can not be transformed into the actual market demand. Survey statistics show that consumers have good tea oil visibility, but only a low value of awareness. The main factors influencing consumers’ perception of tea oil value include the consumer’s gender, educational level, income level and health concern. Cognition of the value of tea oil no longer depends on access through direct production, nor does it depend on regular purchases of daily food. According to the empirical analysis, it is predicted that there will be more and more consumers who have a high awareness of the value of tea oil. It is necessary to promote the equal distribution of educational resources by constantly eliminating the awareness of residents’ gender preference, lower the threshold of higher education and promote a reasonable income Allocate and continuously raise residents’ level of concern for health to promote consumer awareness of the value of tea oil.