摘要
为了评估白酒地理标志认证对消费者购买决策的影响,该研究采纳了地理集中指数法来探讨其在中国四大地区(东部、中部、西部、东北)的空间分布特征及区域差异特征,并以国内知名白酒品牌“贵州茅台酒”作为案例分析对象,将消费者购买行为作为因变量,而将产品的功能价值、情感价值、经济价值及安全价值作为自变量,依据消费者购买行为理论构建理论模型。结果表明,中国的白酒地理标志产品在全国范围内的分布呈现出明显不均衡性,而在四大地区内呈现较高的集中性,其中,东北地区地理集中指数最大(57.960)。以“贵州茅台酒”为例,白酒地理标志产品感知价值对消费者购买行为有显著正向影响。从影响程度上看,经济价值(0.349)>功能价值(0.259)>安全价值(0.179)>情感价值(0.169)。
To evaluate the impact of Baijiu geographical indication certification on consumer purchasing decisions,its spatial distribution characteristics and regional differences characteristics in China's four major regions(East,Central,West,and Northeast)was explored by geographical concentration index method."Guizhou Moutai"(well-known domestic Baijiu brand)was selected as a case study subject,with consumer purchasing behavior as the dependent variable,and the functional value,emotional value,economic value,and safety value of product as independent variables,theoretical model was constructed based on consumer purchasing behavior theory.The results showed that the distribution of China's Baijiu geographical indication products was significantly uneven nationwide,with a higher concentration within the four major regions.Among them,the Northeast region had the highest geographical concentration index(57.960).Taking"Guizhou Moutai"as an example,the perceived value of Baijiu geographical indication products had a significant positive impact on consumer purchasing behavior.In terms of impact degree,the order of impact was economic value(0.349)>functional value(0.259)>safety value(0.179)>emotional value(0.169).
作者
王凯
吴梦丽
童俊
WANG Kai;WU Mengli;TONG Jun(School of Economics and Management,Hubei Engineering University,Xiaogan 432100,China;Department of Business Administration,Moutai Institute,Zunyi 564500,China)
出处
《中国酿造》
CAS
北大核心
2024年第5期266-270,共5页
China Brewing
基金
茅台学院高层次人才科研启动经费项目(mygccrc[2022]122)。
关键词
白酒
地理标志产品
消费者购买行为
空间分布
Baijiu
geographical indication product
consumer purchasing behavior
spatial distribution
