心理所有权和乡愁视角下产地对地理标志产品溢价支付意愿的影响路径研究

Research on the Influence Path of Product Origin on Consumers’ Willingness to Pay Premiums for the Products with Geographical Indications:Based on Psychological Ownership and Nostalgia

培育地理标志品牌是促进乡村振兴的重要路径,明确消费者对不同产地地理标志品牌的溢价支付意愿是发挥地理标志品牌竞争优势的重要前提。基于湖北宜昌、湖南郴州和江西赣州689份消费者调查数据,对地理标志标签是否影响消费者溢价支付意愿进行分析,从心理所有权和乡愁视角构建并检验产品产地对消费者地理标志产品溢价支付意愿影响机理的模型。研究发现,地理标志标签对消费者溢价支付意愿有显著的影响;产品产地对消费者地理标志产品溢价支付意愿有显著影响,相比非家乡地理标志产品,消费者对来自家乡的地理标志产品有更高的溢价支付意愿;心理所有权和感知质量连续中介了产品产地对消费者地理标志产品溢价支付意愿的影响;乡愁情绪正向调节产品产地与消费者地理标志产品溢价支付意愿之间的关系。据此,建议农产品企业要重视地理标志产品产地的心理所有权效应,在推广地理标志产品时应加强对消费者的分类管理,充分考虑消费者的乡愁情绪对其地理标志产品购买行为的影响。

Cultivating geographical indication brands is an important way to promote rural revitalization and clarifying consumers’ willingness to pay premiums for geographical indication brands of different origins is an important prerequisite to give full play to the competitive advantages of geographical indication brands. Based on 689 consumer survey data from Yichang in Hubei,Chenzhou in Hunan,and Ganzhou in Jiangxi,this paper analyzes whether geographical indication labels affect consumers’ willingness to pay premiums. From the perspectives of psychological ownership and nostalgia,the research model of the influence mechanism of product origin on consumers’ willingness to pay premiums for products with geographical indications is constructed and tested. The study found that geographical indication labels significantly impact consumers’ willingness to pay premiums;product origin and consumers’ willingness to pay premiums for the products with geographical indications show a significant positive correlation. That is,consumers have a higher willingness to pay premium for the products with geographical indications from their hometown than for products with geographical indications not from their hometown.Psychological ownership and perceived quality continuously mediate the influence of product origin on the consumers’ willingness to pay premium for the products with geographical indications. Notalgia positively moderates the relationship between product origin and consumers’ willingness to pay premium for the products with geographical indications. Accordingly,it is recommended that agricultural product companies pay attention to the psychological ownership effect for products with geographical indications,strengthen the classification management of consumers when promoting products with geographical indications,and give due consideration to the impact of consumers’ notalgia on their purchasing behavior for the products with geographical indications.