بررسی عدم حضور ویژگی‌ها در آزمون انتخاب با رویکرد ویژگی‌های غیرحضوری درون‌زا (مطالعه موردی مصرف‌کنندگان چای ارگانیک در شهر تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران

2 دانشجوی دکتری، گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران

3 استاد گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران

چکیده

در فرآیند آزمون انتخاب، برخی پاسخ­گویان ممکن است در هنگام ارزیابی و انتخاب گزینه­های مورد نظر خود به همه صفات ارایه شده نپردازند. این مساله باعث بروز ناهمگنی در رفتار پاسخ‌‌دهندگان می‌شود. برای بررسی تاثیر این ناهمگنی در فرایند انتخاب مصرف‌کنندگان چای ارگانیک در شهر تهران، در مطالعه حاضر از رویکرد نوین ویژگی­های حضوری درونزا (EAA) در الگوی لاجیت بهره گرفته شد. داده‌ها و اطلاعات مورد نیاز این مطالعه از طریق پیمایش‌های میدانی و تکمیل 405 پرسش‌نامه به­صورت کاملاً تصادفی از مصرف‌کنندگان منطقه یک شهر تهران در سال 1396 حاصل شد. جهت شناسایی عوامل موثر بر نحوه انتخاب مصرف­کنندگان از روش آزمون انتخاب استفاده شد. نتایج حاصل از برآورد دو الگوی لاجیت شرطی و الگوی لاجیت با لحاظ کردن ویژگی‌های حضوری درونزا (EAA) نشان داد، الگوی لاجیت با ویژگی‌های حضوری درونزا (EAA) سازگاری بهتری با داده‌ها و نحوه رفتار پاسخ‌دهندگان دارد. همچنین، نتایج حاصل از برآورد تمایل به پرداخت برای دو الگو متفاوت از یکدیگر می‌باشد. با توجه به تمایل به پرداخت بالای مصرف­کنندگان برای ویژگی­های چای ارگانیک، پیشنهاد می­شود برای ارتقاء سطح سلامت در کشوراطلاع­رسانی کامل در مورد مزایای چای ارگانیک صورت گیرد.  

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Non-Attendance of Attributes in Choice Experiment with Endogenous Attribute Non-Attendance (Case Study: Organic Tea Consumers in Tehran)

نویسندگان [English]

  • Esmaeil Pishbahar 1
  • Hashem Mahmmodi 2
  • Baballah Haiati 3
1 Associate Professor, Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran
2 PhD. Student, Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran
3 Professor, Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran
چکیده [English]

In the choice experiment process, some respondents might not attend to all presented attributes when evaluating and choosing their preferred options. This leads to the heterogeneity of respondents' behavior. In order to consider this heterogeneity in the process of choosing organic tea consumers in Tehran, in the current study, a new approach of endogenous attribute attendance (EAA) in the logit model has been used. Data and information needed for this study were obtained by 405 questionnaires completely randomly from Tehran consumers. The results of the estimation of two logit conditional models with all attributes and the Logit model with endogenous attribute attendance (EAA), suggest that the logit model with endogenous attribute attendance (EAA), has better compatibility with the data and behavior of respondents. In addition, the results of estimating the willingness to pay for the two models are different from each other. Regarding the willing to pay consumers for organic tea characteristics, it is proposed to raise awareness about the benefits of organic tea to raise the health of the community.

کلیدواژه‌ها [English]

  • Lancaster Value Theory
  • Willing to Pay
  • Conditional Logit
  • Utility
  • Nonattendance of attributes

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تحقیقات اقتصاد و توسعه کشاورزی ایران
دوره 50، شماره 3
مهر 1398
صفحه 437-449

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