农资产品品牌连动力——概念与量表开发初探  

Agricultural Material Brand Chain Power:Concept and Scale Development

作　　者：张蒙萌[1] 李艳军[1] 

机构地区：[1]华中农业大学经济管理学院,武汉430070

出　　处：《湖北农业科学》2012年第19期4414-4418,共5页Hubei Agricultural Sciences

基　　金：国家自然科学基金项目(70873047;71273102);中央高校基本科研业务费专项资金项目(2012RW004);华中农业大学研究生科技创新专项基金项目(2010SC17);华中农业大学自主科技创新基金项目(52902-0900201275)

摘　　要：基于文献研究和当前农资购销中出现的特定现象提出了农资产品品牌连动力概念,并从农户角度出发,初步构建了农资品牌连动力测量量表,对农资品牌连动力测量维度及各维度所代表的力的大小进行实证分析。结果表明,农资产品品牌连动力可以分为引荐力、店铺信誉力、其他产品信誉力和行动力4个方面,4种力量的大小顺序依次为行动力、店铺信誉力、其他产品信誉力、引荐力。经检验,构建的量表具有较高的信度和效度,对相关研究有一定的借鉴意义,为品牌关系及农资产品品牌研究提供了一个新的研究工具。The concept of brand chain power of agricultural material products based on the literature research and particular purchasing phenomenon was put forward.The brand chain power scale was set up and the measurement dimensions and the value of each dimension from the peasant＇s point of view were empirical analyzed.The results showed that the brand chain power could be divided into introduced force,the store reputation force,other products reputation force and execution force.The importance of the factors was on the sequence of execution,the store credit force,other product prestige force and introduced force.The scale was examined to be highly reliable and valid,and could put some significance to relevant research.This study provided a new tool for the research of brand relationship and agricultural production brand.

关 键 词：农资产品 品牌连动力 量表 因子分析 

分 类 号：F304[经济管理—产业经济]