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英文文献：Assessing Consumers’ Willingness To Pay For Different Units Of Organic Milk: Evidence From Multi-Unit Auctions-评估消费者购买不同单位有机牛奶的意愿:来自多单位拍卖的证据
英文文献作者：Akaichi, Fai?al,Gil, Jose Maria,Nayga, Rodolfo M., Jr.
英文文献摘要：
Experimental auctions are normally conducted using single-unit auctions. In this paper, we explore the use of multi-unit auctions to investigate the determinants of consumers’ willingness to pay (WTP) for a food product (i.e., organic milk) in a multi-unit shopping scenario. We also analyze the effect of positive and negative information about organic farming on WTP. Our results suggest that although consumers are willing to pay for organic milk, their WTP decreases with the number of purchased units. We also found that the magnitude and the statistical significance of the determinants of WTP change from one unit to another. The most important factors affecting WTP are the number of units subjects are willing to buy, health concerns, and perceived animal welfare benefits of organic production. The type of information provided also plays a relevant role. Specifically, we find that positive information on organic farming increases WTP, negative information decreases WTP, and provision of both positive and negative information does not affect WTP.
实验拍卖通常采用单件拍卖。在本文中，我们探讨了多单元拍卖的使用，以调查决定消费者愿意支付的食品(即有机牛奶)在一个多单元购物场景。我们还分析了有机耕作的正面信息和负面信息对节水目标的影响。我们的研究结果显示，虽然消费者愿意为有机牛奶付费，但他们的WTP随购买单位的数量而下降。我们还发现，决定WTP的大小和统计显著性在不同的单位中是不同的。最重要的影响因素是被试愿意购买的单位数量、健康问题和感知的有机生产的动物福利效益。所提供的信息类型也起着相关的作用。具体地说，我们发现，有机农业的积极信息会增加预期目标，消极信息会降低预期目标，而积极和消极信息的提供不会影响预期目标。
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