英文文献：Effects of Information and Country of Origin On Chinese Consumer Preferences for Wine: An Experimental Approach in the Field-信息和原产国对中国消费者葡萄酒偏好的影响:这一领域的实验方法
英文文献作者：Wang, Hainan,McCluskey, Jill J.
英文文献摘要：
Wine is a product whose value largely depends on the reputation associated with its region of production. China is a newcomer and latecomer to wine production and consumption. Wine consumption, especially imported wine, rarely exists outside of major urban areas. Therefore, understanding the Chinese local markets and consumer preference for wine products is important for foreign wine producers. WTP (Willingness-to-Pay), in economics, is the maximum amount a person would be willing to pay for a good, which is a useful tool to address consumers’ preference. In our study, we investigate the effects of information and origin of production on Chinese consumers’ WTP for wine. By using a second-price sealed-bid auction mechanism, which was first developed by Vickrey (1961), we organized experimental auctions in both Beijing and Shanghai, China. The items for auctions are four different wine products originated in China, France, USA, and Australia. And there are two comparison groups, with or without information exposure. With 436 participants in total, our experiments collected data on their WTP’s and socio-demographics. Our data shows that participants would like to pay the highest price for the wine from France, while their WTP for the Chinese wine is the lowest among the four. Furthermore, we find important factors affecting their WTP for wine, including age, gender, employment status, education status, household income, and household size. Our results provide meaningful and insightful marketing suggestions for the “new world” and Chinese wine producers, such as the target consumers and pricing strategy.

葡萄酒的价值在很大程度上取决于其产地的声誉。中国是葡萄酒生产和消费的后来者。葡萄酒消费，尤其是进口葡萄酒，很少出现在大城市以外的地区。因此，了解中国本土市场和消费者对葡萄酒产品的偏好对于外国葡萄酒生产商来说非常重要。在经济学中，WTP(意愿支付)是一个人愿意为一件商品支付的最大金额，这是一个解决消费者偏好的有用工具。在我们的研究中，我们调查了信息和产地对中国消费者的葡萄酒消费意愿的影响。通过使用由Vickrey(1961)首先开发的第二价格密封投标拍卖机制，我们在中国北京和上海组织了实验性拍卖。拍卖的物品是来自中国、法国、美国和澳大利亚的四种不同的葡萄酒产品。有两个对照组，有或没有信息暴露。我们的实验总共收集了436名参与者的WTP和社会人口统计数据。我们的数据显示，参与者愿意为法国葡萄酒支付最高的价格，而他们对中国葡萄酒的WTP是四个国家中最低的。此外，我们还发现了影响他们葡萄酒消费的重要因素，包括年龄、性别、就业状况、教育状况、家庭收入和家庭规模。我们的研究结果为“新世界”和中国葡萄酒生产商提供了有意义和有洞察力的营销建议，如目标消费者和定价策略。