感知价值对消费者深加工农产品品牌购买意愿的影响研究

Research on the Influence of Perceived Value on the Purchase Intention of Consumers’DeePly Processed Agricultural Products Brands

基于感知价值四要素模型,以品牌信任为中介变量和生鲜农产品品牌吸引力为调节变量,探究感知价值对消费者深加工农产品品牌购买意愿的影响机制。实证分析发现:感知价值对深加工农产品品牌购买意愿有显著正向影响;品牌信任对深加工农产品品牌购买意愿亦有显著正向影响;品牌信任在感知价值与深加工农产品品牌购买意愿间发挥中介作用;生鲜农产品品牌吸引力对品牌信任与深加工农产品品牌购买意愿关系负向调节作用不显著。因此,企业在提高深加工农产品品牌产品质量的同时,应注重建立消费者与深加工农产品品牌间的情感联结;应重视以消费者品牌信任为导向的感知价值;应根据不同消费需求细分深加工农产品品牌市场。

Based on the four-element model of perceived value,with brand trust as the intermediary variable and the brand attraction of fresh agricultural products as the adjustment variable,the influence mechanism of perceived value on consumers’brand purchase intention of deep-processed agricultural products is explored.The empirical analysis shows that perceived value has a significant positive effect on the brand purchase intention of deeply processed agricultural products;brand trust plays between the perceived value and purchase intention of deep processed agricultural products;brand attraction of fresh agricultural products is not significant in negatively regulating the relationship between brand trust and deep processing agricultural products brand purchase intention.Therefore,enterprises should improve the quality of deep processing agricultural products brand products,and should pay attention to establish the emotional connection between consumers and deep processing agricultural products brand brands;attention should be paid to the perceived value guided by consumer brand trust;segment the deep processed agricultural products according to different consumer demand.