绿色农产品品牌形象对消费者购买意愿的影响研究—感知价值的中介作用

发布时间：2018-04-17 03:18

本文选题：绿色农产品 + 品牌形象　；参考：《兰州财经大学》2017年硕士论文

【摘要】：21世纪是一个“绿色”世纪,随着人们消费观念的不断改变和生活水平的不断提高,在国内外绿色农产品的需求日也日益增加,绿色农产品业具有巨大的市场前景。对于农产品来说,品牌是企业的灵魂,良好的品牌形象可以保证企业长久发展。实际上,品牌管理的目的就是为品牌建立优秀的品牌形象,在市场竞争中占据优势。本研究选择绿色农产品行业为研究背景,以绿色农产品的消费者为研究对象,结合绿色农产品的特点和国内外研究学者的品牌形象模型的基础上,对绿色农产品品牌形象的维度进行划分。研究绿色农产品品牌形象与消费者购买意愿之间的关系,并将感知价值加入模型中作为中介变量。研究主要通过问卷调查方式得到数据,再利用SPSS和AMOS统计分析软件进行实证分析,验证绿色农产品品牌形象对感知价值和购买意愿的影响。研究结果表明,绿色农产品品牌形象的农企整体形象、农产品整体形象、农企社会现象和社会服务形象对感知价值和购买意愿的影响都显著,消费者的感知价值对消费者的购买意愿影响显著,感知价值在品牌形象和购买意愿之间起到了中介作用。最后,本研究通过研究结论对绿色农产品企业提出了一些管理建议:(1)加强公司形象的建设,塑造良好的公司形象,提升社会影响力;(2)重视产品开发,提高产品质量;(3)保持与消费者的良好互动,提升消费者的产品形象感知;(4)企业应积极履行社会责任,加强自身的社会责任感。同时,也对本研究的一些不足做出说明,提出以后的研究展望。
[Abstract]:The 21st century is a "green" century. With the constant change of people's consumption concept and the improvement of living standard, the demand for green agricultural products at home and abroad is increasing day by day, and the green agricultural products industry has a huge market prospect.For agricultural products, brand is the soul of enterprises, a good brand image can ensure the long-term development of enterprises.In fact, the purpose of brand management is to establish an excellent brand image for the brand and to occupy an advantage in the market competition.Based on the characteristics of green agricultural products and the brand image model of scholars at home and abroad, this study chooses green agricultural products industry as the research background, taking the consumers of green agricultural products as the research objects, and combines the characteristics of green agricultural products with the brand image models of domestic and foreign researchers.The dimensions of green agricultural product brand image are divided.The relationship between the brand image of green agricultural products and consumers' willingness to buy is studied, and the perceived value is added to the model as an intermediary variable.In this study, the data were obtained by questionnaire, and then the effect of green agricultural product brand image on perceived value and purchase intention was verified by using SPSS and AMOS software.The results show that the overall image of the green agricultural product brand, the overall image of agricultural products, the social phenomenon of agricultural enterprises and the social service image have significant effects on perceived value and purchase intention.The perceived value of consumers has a significant impact on consumers' willingness to buy, and perceived value plays an intermediary role between brand image and purchase intention.Finally, this study put forward some management suggestions to green agricultural product enterprises through the conclusion of the research. (1) strengthening the construction of company image, shaping a good corporate image, enhancing social influence and attaching importance to product development.To improve the quality of products, we should keep good interaction with consumers and enhance consumers' perception of product image. (4) Enterprises should actively fulfill their social responsibility and strengthen their own social responsibility.At the same time, some shortcomings of this study are explained, and the future research prospects are put forward.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F323.5

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