Decomposing Firm-Product Appeal: How important is consumer tastes?
2018/06/26
研討會日期 : 2018-06-26
時間 : 14:30
主講人 : Professor Yi Lee (李宜)
主持人 : Professor Tzu-Ting Yang
地點 : Conference Room B110
演講者簡介 : Professor Lee received her Ph.D. in Economics at The Pennsylvania State University. She is currently an Associate Professor at National Tsing Hua University. Her research fields are International Trade and Industrial Organization.
演講摘要 : We develop and structurally estimate a trade model in order to identify the importance of consumer taste for exporters. The model separates taste from quality and productivity (TFPQ) at the firm-product level. Export data by destination countries allow us to identify the level of taste from consumer heterogeneity across destinations. We decompose export revenue into the contribution of taste, quality and costs. We find that taste is very important and explains about 50% of the variation in export revenue. Productivity (TFPQ) differences between firm-products become more prominent than taste in explaining export success only when the cost elasticity of improving quality is high.
