CAJ | 학술논문

以有机标识为例，以番茄为拍卖标的物，引入BDM 拍卖机制研究不同来源国认证标识的消费者偏好，并通过多项Logit模型探究影响来源国效应的主要因素。结果表明，消费者对不同来源国有机标识的出价之间存在显著差异，消费者普遍偏好来自发达国家（或地区）的有机标识，验证了认证标识来源国效应的存在。不同个体特征消费者群体性偏好普遍存在不同倾向。消费者的有机知识与食品安全意识对其偏好选择具有较强影响，而生态意识的影响较弱。来源国效应的差别化，应成为厂商目标市场选择和认证制度安排的重要参考依据。
이유궤표식위례，이번가위박매표적물，인입BDM 박매궤제연구불동래원국인증표식적소비자편호，병통과다항Logit모형탐구영향래원국효응적주요인소。결과표명，소비자대불동래원국유궤표식적출개지간존재현저차이，소비자보편편호래자발체국가（혹지구）적유궤표식，험증료인증표식래원국효응적존재。불동개체특정소비자군체성편호보편존재불동경향。소비자적유궤지식여식품안전의식대기편호선택구유교강영향，이생태의식적영향교약。래원국효응적차별화，응성위엄상목표시장선택화인증제도안배적중요삼고의거。
This paper choose organic tomatoes as auction subject matter ,introducing BDM auction mechanism to research consumers'preferences for food safety certification logos with different sources ,and through the multinomial Logit model to explore the main factors influencing the country of origin effect . The results show that , there are significant differences between consumers'bids for organic logos of different sources , and consumers generally prefer organic identified from the developed countries (or regions) , verifying the exists of country‐of‐origin effect in food safety certification . Preferences of consumer groups with different individual characteristics usually show different tendencies .Consumers'organic knowledge and food safety consciousness have strong influence to its preference choices ,while the influence of the ecological consciousness is a little weak .The differentiation of country‐ of‐ origin effect should be regard as an important reference of manufacturers'target market selection and certification system arrangement .