摘要
农产品品牌建设是推动农业高质量发展,实现农业农村现代化的重要途径。对农产品企业而言,品牌建设不仅要依靠产品质量,还要依靠其原产地优势。本文基于S-O-R理论,构建农产品原产地形象对消费者购买意愿影响的理论模型。通过问卷调查和数据分析,结果表明:农产品原产地形象对消费者价格公平感、感知质量和购买意愿具有显著正向影响;价格公平感和感知质量在原产地形象与消费者购买意愿之间起中介作用,且感知质量的中介效应高于价格公平感。据此,应维护农产品原产地形象,重视价格公平感对消费者购买意愿的影响作用,增强消费者感知质量,激发消费者购买意愿。
The brand construction of agricultural product plays an important role in promoting the high-quality development of agriculture and realizing the modernization of agriculture and rural areas. For agricultural enterprises, brand building not only depends on product quality, but also on the advantage of origin. Based on S-O-R theory, the research constructs a theoretical model of the influence of agricultural product origin image on consumers’ purchase intention. Through questionnaire survey and data analysis, the results show that the country of origin image of agricultural product has a significant positive impact on consumers’ perception of price fairness, perceived quality and purchase intention. Perception of price fairness and perceived quality play a mediating role between origin image and consumers’ purchase intention, and the mediating effect of perceived quality is higher than that of perceived price fairness.
作者
张勇
魏梦琴
Zhang Yong;Wei Mengqin
出处
《价格理论与实践》
北大核心
2021年第11期142-145,198,共5页
Price:Theory & Practice
基金
贵州省教育厅项目(黔教合KY字[2019]026)。
关键词
原产地形象
价格公平感
感知质量
购买意愿
country of origin image
perception of price fairness
perceived quality
purchase intention
