摘要
基于赣南脐橙消费者的问卷调查数据,实证分析了消费者的品牌农产品消费行为,以及是否愿意推荐他人购买品牌农产品的影响因素。研究结果表明:家庭总人口数、月生活支出水平、赣南脐橙消费满意度对消费者消费赣南脐橙的频率有显著正向影响,赣南脐橙消费满意度、赣南脐橙知名度认知对消费者是否愿意向他人推荐购买赣南脐橙具有显著正向影响,而是否买到过假赣南脐橙对消费者是否愿意向他人推荐购买赣南脐橙具有显著负向影响。基于此,提出了狠抓产品质量建设、提高消费者满意度,强化品牌建设、提高品牌知名度,加强品牌监管、维护品牌声誉的对策建议。
Based on the questionnaire survey data of Gannan navel orange consumers,the authors empirically analyze the consumer behavior of brand agricultural products and the influencing factors of whether they are willing to recommend others to buy brand agricultural products.The results show that the total household population,monthly living expenditure level and Gannan navel orange consumption satisfaction have a significant positive impact on the frequency of consumers’consumption of Gannan navel orange.The consumption satisfaction of Gannan navel orange and the awareness of Gannan navel orange popularity have a significant positive impact on whether consumers are willing to recommend Gannan navel orange to others,but whether they have bought fake Gannan navel orange or not has a significant negative impact on consumers’consumption frequency of Gannan navel orange.In order to promote the high-quality development of Gannan navel orange,we should pay close attention to product quality construction,improve consumer satisfaction,strengthen brand building,improve product popularity,strengthen brand supervision and maintain brand reputation.
作者
陈艳
陈江华
吴晴
CHEN Yan;CHEN Jiang-hua;WU Qing(School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045,China;Jiangxi Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330045,China)
出处
《江西农业学报》
CAS
2021年第5期138-145,共8页
Acta Agriculturae Jiangxi
基金
国家自然科学基金重点项目(71934003)
江西省社会科学研究规划项目(19YJ36)
江西省高校人文社会科学重点研究基地项目(JD19045)
江西省教育厅科技计划项目(GJJ190184)
四川省软科学研究计划项目资助(2020JDR0197)。
关键词
消费行为
品牌农产品
赣南脐橙
品牌推荐
Consumer behavior
Brand agricultural products
Gannan navel orange
Brand recommendation
