本土意识、品牌特性与网络顾客农产品产地偏好关系研究

Native Consciousness,Brand Characteristics,and Consumers' Preference for Place of Origin of Agricultural Products

本文以农产品品牌为研究对象,将消费者行为领域的重要影响因素"国货意识"从国别差异领域转向聚焦到地区差异领域的"本土意识";通过逐层筛选选择4类农产品34个品牌,并根据品牌产地的分布情况,选择以山东省5个城市为调查的样本采集地;通过比较研究本土品牌偏好和品牌特性,揭示消费者本土意识、品牌特性和网络顾客农产品产地偏好的关系。研究发现,对于农产品本土品牌在知名度、质量和性价比方面的品牌特性评价越高,消费者越偏爱本土农产品;消费者越偏爱本土农产品,就越倾向于购买本土农产品;但是,本土意识对消费者偏爱和购买本土品牌农产品的影响均不明显。

The brands of agricultural products are the research object of this paper,this paper focus on 'local consciousness' of regional differences field from the important influence factors 'Chinese consciousness' in the field of consumer behavior. With empirical method,through the selection of the step-by-step,choice of 4 classes 34 brands of agricultural products. According to the distribution of brand producing area,choose five cities in Shandong province for the survey samples. Compared with domestic and foreign brands of variable calculation to study local brand preference and brand characteristics,to reveal the relationship among native consciousness,brand characteristics,and consumers' preference for place of origin of agricultural products,and get the following conclusions: indigenous brand characteristics has significant positive influence on consumers' preference for indigenous brands of agricultural products;consumers' indigenous brand preference has significant positive influence on indigenous brand purchase of agricultural products; but,native consciousness has no significant influence on indigenous brand purchase of agricultural products. This paper make up for product origin research with significant regional differences in the country of origin effect.