自媒体时代消费者生态认知与区域农产品品牌资产创建

Consumers'Ecological Cognition and Brand Equity Creation of Regional Agricultural Products in We Media Era

基于自媒体背景,探究自媒体使用对消费者生态认知及农产品区域品牌资产的影响机制,构建了自媒体使用、农产品生态认知、品质感知与区域品牌资产的理论模型,并从战略视角将生态认知划分为生态环境认知、生态产业认知及生态产品认知等三个维度。研究结果显示,自媒体使用对生态环境认知、生态产业认知及生态产品认知均有显著正向影响;生态环境认知、生态产业认知及生态产品认知对品质感知有正向影响,品质感知对区域品牌资产同样存在正向影响。相关结论为农产品经营主体及农业主管部门通过自媒体营销强化生态品质认知,进而提高区域品牌资产有一定借鉴价值。

Based on the background of we media,the influencing mechanism of we media use on consumers’ecological cognition and the regional brand equity of agricultural products is explored.A theoretical model of we media use,ecological cognition of agricultural products,quality perception and regional brand equity is constructed,and the ecological cognition is further divided into eco-environment cognition,eco-industry cognition and eco-product cognition from a strategic perspective.The results show that we media use has a significant positive impact on eco-environment cognition,eco-industry cognition and eco-product cognition,the three dimensions of ecological cognition have a positive impact on quality perception,and the latter has a positive impact on brand equity.The relevant conclusions provide references for agricultural product management entities and agricultural authorities to strengthen ecological quality cognition and improve regional brand equity through we media marketing.