农业品牌真实性和网络口碑对顾客价值共创意愿的影响

The Impact of Agricultural Brand Authenticity and Online Word-of-mouth on Customer Value Co-creation Intention

价值共创是促进农业品牌健康与快速发展的重要手段,然而目前农业品牌存在消费者参与价值共创意愿低等问题,制约其进一步发展。通过引入品牌真实性理论,以杭州西湖龙井为例对农业品牌的价值共创问题进行了调研,并通过线性回归分析了农业品牌网络口碑、品牌真实性及顾客参与价值共创意愿的关系模型。

Value creation is an important means to promote the healthy and rapid development of agricultural brand.However,at present,there are some problems in agricultural brand,such as low willingness of consumers to participate in value co-creation,which restrict its further development.By introducing the theory of brand authenticity,we investigated the value co-creation of agricultural brand by taking Hangzhou West Lake Longjing Tea as an example.We analyzed the relationship among online word-of-mouth,brand authenticity and consumers’intention to participate in value co-creation through linear regression analysis.