视频展示能否提高生态养殖猪肉产品的消费溢价OACHSSCD

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.