실험경매에 의한 쌀의 원산지별 가치 추정

Estimation of Willingness-to-Pay for Rice by Country of Origin

This study conducted estimates of consumers willingness to pay (WTP) for imported rice. To identify consumers valuations, an experimental auction, a random nth price auction, was implemented. This experimental auction creates an active market environment to determine participants accurate valuations for imported rice. Therefore, experimental auctions may minimize hypothetical bias. Moreover, real money is used to exchange for real goods, and this procedure creates an incentive for participants to reveal their true preferences. It is also essential to identify consumers taste preferences and recognition of rice varieties by country of origin. Participants were provided differing information about the rice; information on country of origin was provided to some participants to investigate the change in their bidding behaviors in considering the premium for domestic rice. The effects of taste preference on participants bidding behaviors was assessed by providing them with freshly cooked rice.