农产品地域品牌重复购买意向研究

发布时间：2018-06-03 00:09

本文选题：农产品地域品牌 + 品牌信任　；参考：《福建农林大学》2017年硕士论文

【摘要】：农产品地域品牌一般以"地域名称结合产品名称"的形式出现,把农产品和产品的产地联系在一起,可以借助地名的知名度更好地把味道、质量等农产品的特点推广到市场上。把品牌与产地建立联系,借此与市场上的其他农产品地域品牌区分开来,这是构建地域品牌的关键所在,通过获得原产地域的证明,向消费者传递产品的质量保证,这样来获取消费者对产品的信任。农产品本身的质量往往无法从表面看出,顾客相对难于直接了解农产品质量相关信息的真实性,此时,农产品质量就需要利用一些载体来传递产品信息。这次,地域品牌就是一个承载当地特色农产品信息的载体,通过"信号效应"和"识别效应",向消费者表现农产品质量特征。而农产品要衡量如何吸引、留住消费者,进而形成消费者忠诚的指标,重复购买意向作为可以量化的具体衡量指标之一,是相对可信任的,其影响因素有很多,其中,品牌信任就是一个主要前因。所以本研究从品牌信任这一维度出发,研究消费者对农产品地域品牌重复购买意向的影响因素,希望能为我国现阶段的农业供给侧改革和农产品地域品牌的壮大提供理论指导,以及为企业营销策略的制定提供一些参考。本研究首先回顾农产品的地域品牌、品牌信任和重复购买意向的相关文献,在此基础上,再通过实证研究,探寻消费者形成品牌信任的影响因素,以及这些因素进一步影响重复购买意向的路径及具体系数。通过问卷的回收、整理,再运用SPSS 22.0专业数据分析软件,来分析问卷调查的数据,验证所作出的假设以及品牌信任这一变量的中介效应,最终得到以下主要结论:一、顾客满意、区域联想、认证标志这三个因素均对农产品地域品牌的信任有显著的正向影响。感知质量和品牌声誉这两个因素对农产品地域品牌的信任没有显著的直接影响。二、品牌信任、顾客满意、区域联想、认证标志这四个因素均对重复购买意向有显著的正向影响,感知质量和品牌声誉这两个因素对重复购买意向没有显著的直接影响。三、品牌信任在顾客满意与重复购买意向之间、认证标志与重复购买意向之间、区域联想与重复购买意向之间,这三组关系中均起到了显著的中介作用,且是通过部分中介作用来实现的。
[Abstract]:The regional brand of agricultural products generally appears in the form of "regional name combined with product name", which links the origin of agricultural products and products, and can better promote the characteristics of agricultural products, such as taste and quality, to the market with the help of the popularity of geographical names. The key to building a regional brand is to establish a link between the brand and the place of origin, thereby distinguishing it from other regional brands of agricultural products on the market. By obtaining proof of origin, the quality assurance of the product can be transmitted to the consumer. In this way to gain consumer trust in the product. The quality of agricultural products itself often can not be seen from the surface, the customer is relatively difficult to directly understand the authenticity of agricultural products quality information, at this time, the quality of agricultural products needs to use some carriers to transfer product information. This time, the regional brand is a carrier carrying the local characteristic agricultural product information, through the "signal effect" and "the recognition effect", displays the agricultural product quality characteristic to the consumer. And agricultural products should be measured how to attract and retain consumers, thus forming an indicator of consumer loyalty. It is relatively trustworthy that repeated purchase intention is one of the specific measures that can be quantified, and there are many factors affecting it, among which, Brand trust is a major antecedent. Therefore, from the perspective of brand trust, this paper studies the influencing factors of consumers' repeated purchase intention of regional brands of agricultural products, hoping to provide theoretical guidance for the agricultural supply-side reform and the expansion of regional brands of agricultural products at present in China. And for the enterprise marketing strategy to provide some reference. This study first reviews the regional brand of agricultural products, brand trust and repeated purchase intention of the relevant literature, and then through empirical research, to explore the impact of consumer brand trust factors. And these factors further affect the path and specific coefficient of repeated purchase intention. Through the questionnaire recovery, collation, and then use SPSS 22.0 professional data analysis software to analyze the questionnaire data, verify the hypothesis made and the intermediary effect of the brand trust variable, finally get the following main conclusions: 1. Customer satisfaction, regional association and certification mark all have a significant positive effect on the trust of regional brand of agricultural products. Perceived quality and brand reputation have no direct effect on the trust of regional brand of agricultural products. Secondly, the four factors of brand trust, customer satisfaction, regional association and certification sign have significant positive effects on the repeated purchase intention, while perceived quality and brand reputation have no significant direct influence on the repeat purchase intention. Thirdly, brand trust plays a significant intermediary role in the relationship between customer satisfaction and repeated purchase intention, certification mark and repeated purchase intention, regional association and repeated purchase intention. And through partial mediation to achieve.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5;F713.55

【参考文献】