【正文】 t attributes? 消費者如何對轉(zhuǎn)基因食品作出選擇？ ? Will different information and government policy make a difference? 信息和政府政策有何影響？ 9 Background of Survey 調(diào)查背景 ? A method called simulated purchases is adopted in this study and consumers are expected to make choices that are closest to their actual choices as if they are making the choices in real life 采用模擬購買法令消費者對其購買愿望作出如實表述 ? Bread was chosen as the target product 面包被用來作研究對象 ? A split sample design of the survey: the first is focused on information acquisition and context effects and the second one is on government policy and social welfare 調(diào)查分成兩部分：信息與消費者；政府政策與社會福利 10 Focus Groups 專向研究組 ? The concepts, wording and proposed methods in focus groups are tested 對調(diào)查的詞匯，措辭和研究方法進行測驗 ? Four student groups and two public groups 兩個學生組兩個公眾組 ? Two different products 兩種食品 ? Attributes of products in question are discussed 食品特性 ? The appropriateness of the survey instrument is discussed 調(diào)查方法的討論 ? Pretest information acquisition and scenario 檢測不同的信息結(jié)構(gòu) ? Possibility of an interbased survey 網(wǎng)絡(luò)調(diào)查的可能性 11 Survey Design 問卷設(shè)計 ? Inter was used to increase the flexibility of the survey instrument 應(yīng)用互聯(lián)網(wǎng)增加問卷可變性 ? Statistical analysis was carried along with the design 應(yīng)用統(tǒng)計學理論設(shè)計問卷 ? A professional marketing firm was hired for the task 雇傭?qū)I(yè)市場調(diào)查公司 ? We used cheat talk and incentives to increase the response rate and accuracy 應(yīng)用特殊方法增加準確率和問卷回收率 12 Structure of Survey 問卷結(jié)構(gòu) ? The survey is posed by four sections 四個組成部分 ? Prior information on bread purchase 相關(guān)購買信息 ? Choice experiment 選擇實驗 ? General perception questions 一般考慮的問題 ? Demographics information 社會經(jīng)濟背景 ? Randomization is initiated by the puter 計算機將問卷隨機化 ? The puter monitors the process of the survey 計算機監(jiān)控整個問卷過程 13 __ ? A ? A ? A ? A ? A ? A ? A 14 General Results of the First Design 調(diào)查第一部分的結(jié)果 ? Different product information have different impact (quantitative results omitted) 不同食品信息對消費者有不同影響 (省略技術(shù)性結(jié)論 ) ? The presence of GM attribute brings a negative value 轉(zhuǎn)基因食品不受歡迎 ? The existence of health or environment attribute increases the value of bread 歡迎提高人類健康或有利于環(huán)保產(chǎn)品 ? The more information consumers access, the more likely they are purchasing their most often purchased bread and vice versa 消費者越是查看額外信息越是愿意購買自己經(jīng)常購買食品反之亦然 15 Four Types of Consumers 四類消費者 ? Conventional consumers 傳統(tǒng)消費者 ? Do not like extra features to their bread 不喜歡看到任何不