重庆市生态休闲农庄品牌形象、感知价值与消费意愿影响因素研究

Analysis of Relationship and Influencing Factors of Brand Image,Perceived Value and Consumption Intention of Eco-Leisure Farms in Chongqing

结合重庆市生态休闲农庄的特征和分类,在参考相关研究成果的基础上,系统分析构建了与生态休闲农庄高度一致的品牌形象和感知价值维度指标,并在两者之间建立了中介变量因子。提出生态休闲农庄品牌形象、感知价值维度与消费者意愿之间相关研究假设,并通过定量分析,运用回归模型加以验证。最后从如何进一步提升生态休闲农庄品牌,增强消费者消费意愿提出对策建议,为探索重庆生态休闲农庄发展新路径提供理论参考。

Based on the characteristics and classification of eco-leisure farms in Chongqing,this paper systematically analyzes and constructs the dimension indexes of brand image and perceived value that are highly consistent with the eco-leisure farms,and establishes the intermediate variables between them.Then the paper puts forward the relevant research hypothesis between the eco-leisure farm’s brand image,perceived value and consumption intention.After that,this paper uses quantitative analysis and regression model to verify.Finally,it proposes countermeasures and suggestions on how to further enhance the brand image and consumption intention of eco-leisure farms,which provides a reference for exploring the new development path of eco-leisure farms in Chongqing.