农林经济管理学报2026，Vol.25Issue(2)：248-258,11.DOI:10.16195/j.cnki.cn36-1328/f.2026.02.26
视频展示能否提高生态养殖猪肉产品的消费溢价
Can video presentation increase consumers'premium payment for ecologically raised pork:impact of attribute information transmission methods
摘要
Abstract
The paper empirically analyzes consumers'premium payment for ecologically raised pork,explores whether video presentation can increase consumers'willing to pay a premium for such pork,and discusses in depth the impact of video,image,and text on consumers'premium payment,using the transaction data of 2 402 pork products collected from the JD platform and hedonic pricing model.The results show that variables such as JD com's self-management,gift box packaging,black pig pork,praise rate,organic certification,and geographical indication have a significant positive impact on consumers'premium payment.Consumers'willingness to pay a premium for ecologically raised pork relies on the support of video presentation.Consumers are not willing to pay an additional premium for ecologically raised pork in the absence of video presentation which can significantly increase consumers'premium payment,bringing a premium of 33.898%.Three ways of presenting ecological breeding or attribute information,text,pictures,and videos,vary in their impacts on consumer premium payment,among which video presentation is of the greatest impact,followed by pictures.Accordingly,recommendations are proposed including increasing the added value of pork products,guiding enterprises to adopt appropriate and efficient information transmission methods,and strengthening the supervision of product and service information on e-commerce platforms.关键词
生态养殖猪肉/溢价支付/视频展示/图片展示/特征价格法Key words
ecologically raised pork/premium payments/video presentation/pictures presentation/hedonic pricing model分类
管理科学引用本文复制引用
于海龙,李欣怡,宋玉,蒋玉..视频展示能否提高生态养殖猪肉产品的消费溢价[J].农林经济管理学报,2026,25(2):248-258,11.基金项目
国家社会科学基金青年项目(19CGL034) （19CGL034）
