海产品品牌溢价支付意愿影响因素的实证研究

An Empirical Study on Influencing Factors of Willingness to Pay a Premium for Seafood Brands

中国是重要的海产品生产和出口大国,研究海产品品牌和支付意愿的关系对于提高海产品品牌知名度、提升社会经济效益意义重大。本文从消费者层面切入,构建海产品品牌的溢价支付意愿影响机理的理论模型,通过问卷调查的数据分析对理论模型和相关假设进行检验,结果发现:个人及家庭因素(部分)、市场因素、品牌认知,以及食品安全关注对消费者品牌溢价支付意愿有显著影响,品牌溢价支付意愿对品牌溢价支付水平有显著影响。

It is of great significance to study the relationship between the brand and the willingness to pay for seafood products, as China is an important producer and exporter of seafood. This study builds a theoretical model of the influence mechanism of premium payment of seafood brands from the consumer level, and the theoretical model and related hypotheses were tested by the data of questionnaire survey. The results are suggested that personal and family factors（part）, market factors, brand awareness, and food safety concerns have significant impacts on the willingness to pay a premium. In addition, the willingness to pay premium for brands has a significant impact on the level of premium payment.