我国蟹苗品牌资产对农户购买意愿影响的实证研究——以崇明蟹苗为例  

An empirical study on the impact of juvenile crabs' brand equity on farmers' purchase willingness: taking Chongming juvenile crabs as an example

作　　者：刘华楠[1] 韩康利 王成辉[2] LIU Hua-nan;HAN Kang-li;WANG Cheng-hui(Shanghai Ocean University, School of Economics and Management, Shanghai 201306;Shanghai Ocean University, School of Fisheries and Life Sciences, Shanghai 201306)

机构地区：[1]上海海洋大学经济管理学院,上海201306 [2]上海海洋大学水产与生命科学学院,上海201306

出　　处：《中国渔业经济》2018年第2期78-85,共8页Chinese Fisheries Economics

基　　金：上海市农委课题"上海中华绒螯蟹现代农业产业技术体系建设"(沪农科产字2018-4)资助

摘　　要：论文分析蟹苗品牌资产对农户购买意愿的影响,结合蟹苗的品牌特征和农户的行为特征,将蟹苗品牌资产分为五个维度,建立了理论模型。并以崇明蟹苗为例,通过实证分析,理论模型得到了验证。研究发现,蟹苗品牌资产的五个维度对农户的购买意愿有重要的影响作用。因此,蟹苗生产商和企业要不断增强崇明蟹苗品牌资产中这五个方面的建设,提升其品牌资产,提高农户的购买意愿。This paper analyzes the impact of juvenile crabs＇ brand equity on farmers＇ purchase willingness, and divides the brand assets of juvenile crabs into five dimensions according to the brand characteristics of juvenile crabs and the behavior characteristics of farmers. The theoretical model is established. Taking Chongming juvenile crabs as an example to do an empirical analysis,the theoretical model has been verified. The study finds that the five dimensions of juvenile crabs＇ brand equity have an important effect on farmers＇ purchase willingness. Therefore, the producers and enterprises should continue to enhance juvenile crabs＇ brand equity in the construction of these five aspects, to enhance its brand equity, to improve purchase willingness of farmers.

关 键 词：蟹苗 品牌资产 购买意愿 

分 类 号：F326.403[经济管理—产业经济]