중국의 계란 속성에 따른 가치 평가 연구

Abstract

This study aims to provide insights for the development of China’s egg market by estimating the value of various attributes of eggs in China. Major Chinese e-commerce platforms (Taobao and Jindong) and offline market (large corporate supermarkets, grocery stores, supermarkets, and traditional markets) in Shanxi Province were investigated. A total of 208 egg products were surveyed, and the hedonic pricing model was used to analyze the value of eggs based on their attributes. The analysis results indicate that branded eggs are valued 0.168–0.199 yuan higher than non-branded eggs. Eggs produced in Shanxi Province are valued 0.099–0.113 yuan lower compared to those produced in other regions. Organic certified eggs are priced 0.681–0.858 yuan higher than non-certified eggs. In the online distribution channel, eggs are sold 0.166 yuan lower than in offline channels. These results suggest the need for branding of eggs, the expansion of organic certification, the enhancement of efficiency in offline distribution, and strengthened market monitoring by the government.