Fourth, a partial least square path modeling analysis was used to validate the impact of the measures of environmental constraints and personal skills on real payments included in the structural IMBP model depicted in Fig. 1. It should be noted, however, that this analysis was conditional upon intentions and therefore cannot be claimed to actually test the complete IMBP model. The results, which suggest that social evaluation, habits, and trust and, to some extent, salience are relevance to how consumers arrive at their economic valuation of food quality and gaining an understanding of this can help to design valid WTP instruments. The findings suggest that individual decision making and judgment in relation to product attribute demand is not divorced from social evaluation and control context and that any attempt to discern people’s underlying preferences would benefit from taking explicit account of how environmental barriers and personal skills influence behavior.
Fifth, a censored quantile regression approach was used based on the identification of quantiles from the empirical bid distribution. This disentangling of separate structural effects across the distribution of auction bids suggested that actual behavior for participants with the lowest bids was disrupted so that higher levels of salience generated lower payments, while higher levels of FNSE, and also increased trust, generated higher payments. For participants with the highest bids, higher levels of salience increased payments. These findings suggest that the IMBP variables do not operate uniformly, or even linearly, across the price range. The results on these structural relationships add complexity to the results from the PLS-PM model. They are relevant to studies in experimental economics and consumer research suggesting that researchers should plan their experiments not only to take account of environmental factors and personal skills as such, but also to control for segments of consumers with different sensitivity, or traits, in relation to these determinants of the real WTP measure, apart from the more commonly established focus on heuristics and biases. A surprising finding was that objective knowledge of food safety was a factor which did not emerge as significant in the quantile regressions. The level of objective knowledge of food safety was relatively high among the participants prior to being provided with the information during the auction, and the results thus suggest that participants did not act in accordance with their knowledge. As noted by LaRiviere et al. (2014), there is no established theory on how people will update their prior knowledge with information for a good provided in a study setting. Previous research using stated preference valuation of a public good found that objective information on the good affected economic decision making (Schotter, 2003).
สี่ วิเคราะห์ในโมเดลของเส้นตารางอย่างน้อยบางส่วนถูกใช้เพื่อตรวจสอบผลกระทบของมาตรการของข้อจำกัดด้านสิ่งแวดล้อมและทักษะส่วนบุคคลการชำระเงินจริงรวมอยู่ในรุ่น IMBP โครงสร้างที่แสดงในรูปที่ 1 ควรสังเกต อย่างไรก็ตาม ว่า การวิเคราะห์นี้เงื่อนไขความตั้งใจ และดังนั้นจึง ไม่อาจอ้างสิทธิในการทดสอบแบบ IMBP สมบูรณ์จริง ผล ซึ่งแนะนำว่า การประเมินผลทางสังคม พฤติกรรม และไว้วางใจ บ้าง เสื่อมศีลธรรมต่อกันมีความเกี่ยวข้องว่าผู้บริโภคที่จะมาถึงการประเมินค่าทางเศรษฐกิจคุณภาพอาหาร และเข้าใจนี้สามารถช่วยในการออกแบบเครื่องมือ WTP ที่ถูกต้อง ผลการวิจัยแนะนำว่า แต่ละการตัดสินและพิพากษาให้สัมพันธ์กับความต้องการคุณลักษณะของผลิตภัณฑ์ไม่หย่าจากบริบทการประเมินและการควบคุมทางสังคม และว่าการแยกแยะกำหนดลักษณะพื้นฐานของคนจะได้ประโยชน์จากการบัญชีชัดเจนของสิ่งแวดล้อมอย่างไร อุปสรรคและทักษะส่วนบุคคลมีผลต่อลักษณะการทำงานFifth, a censored quantile regression approach was used based on the identification of quantiles from the empirical bid distribution. This disentangling of separate structural effects across the distribution of auction bids suggested that actual behavior for participants with the lowest bids was disrupted so that higher levels of salience generated lower payments, while higher levels of FNSE, and also increased trust, generated higher payments. For participants with the highest bids, higher levels of salience increased payments. These findings suggest that the IMBP variables do not operate uniformly, or even linearly, across the price range. The results on these structural relationships add complexity to the results from the PLS-PM model. They are relevant to studies in experimental economics and consumer research suggesting that researchers should plan their experiments not only to take account of environmental factors and personal skills as such, but also to control for segments of consumers with different sensitivity, or traits, in relation to these determinants of the real WTP measure, apart from the more commonly established focus on heuristics and biases. A surprising finding was that objective knowledge of food safety was a factor which did not emerge as significant in the quantile regressions. The level of objective knowledge of food safety was relatively high among the participants prior to being provided with the information during the auction, and the results thus suggest that participants did not act in accordance with their knowledge. As noted by LaRiviere et al. (2014), there is no established theory on how people will update their prior knowledge with information for a good provided in a study setting. Previous research using stated preference valuation of a public good found that objective information on the good affected economic decision making (Schotter, 2003).
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