Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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An Analysis on Consumer Preference for Attributes of Agricultural Box Scheme

농산물 꾸러미 속성별 소비자선호 분석

  • Park, Jae-Dong (Kyungpook Institute for Agriculture and Rural Development) ;
  • Kim, Tae-Kyun (Dept. of Agricultural Economics, Kyungpook National Univ.) ;
  • Jang, Woo-Whan (Dept. of Agricultural Economics, Kyungpook National Univ.) ;
  • Lim, Cheong-Ryong (Rural Research Institute, Korea Rural Community Corporation)
  • 박재동 (경북농업농촌발전연구원) ;
  • 김태균 (경북대학교 농업경제학과) ;
  • 장우환 (경북대학교 농업경제학과) ;
  • 임청룡 (한국농어촌공사 농어촌연구원)
  • Received : 2018.08.29
  • Accepted : 2019.01.04
  • Published : 2019.01.31
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Abstract

In this study, we analyze consumer preferences based on the agricultural box scheme attributes, and make a suggestion for business revival. We estimate the marginal willingness to pay (MWTP) for box scheme attributes using a choice experiment. Attributes include the bundle method, the delivery method, and price. To select an efficient model for statistical analysis, we evaluate the conditional logit model, heteroscedastic extreme value model(HEV model), multinomial probit model, and mixed logit model under different assumptions. The results of these four models show that the bundle method, the delivery method, and price are statistically significant in explaining the probability of participation in a box scheme. The results of likelihood ratio tests show that the heteroscedastic extreme value model is the most appropriate for our survey data. The results also indicate that MWTP for a change from fixed type to selection type is KRW 7,096.6. MWTP for a change from parcel service to direct delivery and cold-chain delivery are KRW 3,497.5 and KRW 7,532.7, respectively. The results of this study may contribute to the government's local food policies.

본 연구에서는 농산물 꾸러미 속성별 소비자선호 분석을 통해 사업 활성화 방안을 제시하고자 하였다. 꾸러미의 속성을 구성함에 있어서 상품묶음 방식과 배송 방식 및 가격으로 구분하여 설정하고, 선택실험법에 의해 각 속성의 수준변화에 대한 한계지불의사금액을 추정하였다. 계량적 분석을 수행함에 있어서 보다 효율적인 모형을 선택하기 위하여 잔차항에 대한 가정이 서로 다른 조건부로짓 모형, 이분산 극한치 모형, 다항프로빗 모형, 혼합로짓 모형 등 네 모형을 추정하였으며, 그 결과 상품묶음 방식과 배송 방식 및 가격에 대한 추정계수 값이 모두 통계적으로 유의한 것으로 나타났다. 로그우도 값의 크기를 기준으로 볼 때 이분산 극한치 모형이 자료에 가장 적합하는 것으로 나타났다. 이분산 극한치 모형의 추정계수를 활용한 한계지불의사금액은 상품묶음 방식을 고정형에서 선택형으로 변경 할 경우 1회당 7,096.6원, 배송방식 중 직접배송에 대한 소비자의 한계지불의사금액은 1회당 3,497.5원, 콜드체인 배송에 대한 한계지불의사금액은 1회당 4,035.2원으로 나타났다. 이러한 분석결과는 정부의 로컬푸드 활성화를 위한 정책수립에 기초자료로 활용될 수 있을 것이다.

Keywords

Table 1. Attribute Level of Box Scheme

SHGSCZ_2019_v20n1_329_t0001.png 이미지

Table 2. Questionnaire of Choice Experiments(example)

SHGSCZ_2019_v20n1_329_t0002.png 이미지

Table 3. Social and Economic Characteristics of Respondents

SHGSCZ_2019_v20n1_329_t0003.png 이미지

Table 4. Estimation Result of Conditional Logit Model

SHGSCZ_2019_v20n1_329_t0004.png 이미지

Table 5. Estimation Result of HEV, MP and ML Models

SHGSCZ_2019_v20n1_329_t0005.png 이미지

Table 6. Marginal Willingness to Pay for Attributes of Box Scheme

SHGSCZ_2019_v20n1_329_t0006.png 이미지

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