农产品区域品牌标识与消费者购买意愿:理论分析与实证检验

Regional Brand Identity of Agricultural Products and Consumers' Purchase Willing:Theoretical Analysis and Empirical Test

农产品区域品牌标识是农产品区域品牌管理的重要载体与实施工具,是传播区域资源优势及农产品特色品质的有效途径,是对农产品质量的主动性承诺,能有效地消除农产品质量信息的不对称性,从而影响消费者的购买意愿。本文以淮扬菜集团经营的农产品区域品牌为背景,通过问卷调研,运用Logistic回归模型实证分析了消费者的购买意愿与农产品区域品牌标识之间的关系。结果表明,消费者获得的农产品区域品牌标识的相关信息、消费者依据区域品牌标识形成的原产地及农产品质量认知评价及对农产品区域品牌标识的信念态度和购买意愿具有显著正相关性。另外,消费者的学历程度、月收入水平也是影响其购买意愿的重要因素。

Regional brand identity of agricultural products is an important carrier and implement tool for the management of regional brand of agricultural products. It is a commitment to the quality of agricultural products. It can effectively eliminate the asymmetry of the quality information of agricultural products, so as to influence the consumer's purchase intention. In this paper,the question 'how consumer's purchase will be affected by the regional brand identity of agricultural products. ' has been studied through the questionnaire survey, logistic regression model empirical analysis. Research results show that the Information acquisition covering agricultural products regional brand identification, the place of origin and quality cognition evaluation, the beliefs and attitudes towards regional brand identity of agricultural products and the purchase intention have significant positive correlation. In addition, the educational background of consumers and the monthly income level are important factors affecting their willingness to buy.