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中文摘要：
近年来,随着我国食品安全事件频发,越来越多的消费者开始关注食品质量安全问题。本文在假想价值评估法的基础上,利用全国20个省市实地的调研数据,运用Heckman备择模型,实证分析影响城乡居民对于安全酱油的支付意愿及意愿值的因素。结果显示,在支付意愿方面,家人中是否有人患有＂三高＂等疾病、是否关注食品质量安全、对营养标签内容的了解程度以及被调查消费者对健康与摄取食物相关性的看法等因素对消费者的支付意愿具有正向影响,而地区、年龄、家庭人数、认为酱油存在食品安全风险的程度等因素与其具有负相关关系;在支付意愿值方面,对安全酱油内容的了解程度以及对健康与摄取食物相关性的看法等对消费者的支付意愿值具有正向影响,而地区的作用则正好相反;测算得到消费者平均支付意愿值为5.533元,溢价11.06%。基于上述结论,提出相应的政策建议。
英文摘要：
In recent years,as Chinese food safety incidents occur frequently,more and more consumers are concerned about food safety issues. It uses the Heckman selection model to analyze the factors that affecting urban and rural consumers＇ willingness to pay for the safety of soy sauce from a survey in 20 provinces and cities nationwide with contingent value method. The result shows that whether suffering diseases,whether concerned about the food safety,the degree of understanding of nutrition labeling,and the view of the correlation between health and food intake are significant positive correlate with the willingness,while region,age,family size show negative. Meanwhile the degree of understanding of the safety of soy sauce,the view on the correlation between health and food intake have a positive correlation with the pay,region opposite. It calculates the value of the mean of willingness to pay is 5. 533 yuan. Finally,it puts forward policy recommendations based on these conclusions.
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