促销活动对绿色农产品购买意愿的影响作用分析  

Analysis on Effect of Promotion on Purchase Intention of Green Agricultural Products

作　　者：原枫柏 李苑艳[1] 陈凯[1] YUAN Feng- bai LI Yuan- yan CHEN Kai(School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《资源开发与市场》2017年第1期69-73,共5页Resource Development & Market

基　　金：国家社科基金项目"城市居民绿色消费态度行为差异研究"(编号:13CJY090)

摘　　要：价格促销活动是商家打开新产品市场,激励消费者再次购买的常用方法之一。国内外对价格促销活动理论的研究众多,但研究商品多限于普通商品。价格促销活动是否能对绿色农产品购买意愿产生影响,目前学界尚缺乏相关的研究。以价格促销中最常见的折扣促销和赠品促销为研究对象,分析了折扣促销活动和赠品促销活动对品牌资产和促销预期的影响,同时进一步分析了价格促销活动、品牌资产和促销预期对绿色农产品购买意愿的影响,构建了折扣促销和赠品促销对绿色农产品购买意愿的影响框架,对进一步的研究和理论发展提出了建议与展望。Price promotion was one of the most popular methods to open the new product market and encourage consumers to repurchase. There was lots of research on price promotion theory in the academic circles. Whether the price promotion activities could exert impact on the purchase in- tention of green agricultural products, there was a few relevant research in the current academic circles. In this paper, taking price promotions and giveaways promotion as the research object, analyzed the influence of price promotions and giveaways promotion on brand equity and promotion expec- tations, further analyzed the price promotion, giveaways promotion, brand equity and promotion expectations influencing on the purchase intention of green agricultural products, construction of the impact of the framework of price promotions and giveaways promotion for green agricultural product purchase intention, and suggestions for the further research and development of the theory was put forward.

关 键 词：折扣促销 赠品促销 绿色农产品 购买意愿 

分 类 号：F062.2[经济管理—政治经济学] X320.22[环境科学与工程—环境工程]