农产品区域品牌对消费者感知质量的影响——以消费者产品知识、介入度和来源地为调节变量  

Effect of agricultural products regional brand on consumer's perceived quality: Based on consumer's product knowledge, involvement and origin

作　　者：杨佳利[1] YANG Jiali(Economic Management School, Shaoguan University, Shaoguan 512005, China)

机构地区：[1]韶关学院经济管理学院,广东韶关512005

出　　处：《湖南农业大学学报（社会科学版）》2017年第1期15-22,共8页Journal of Hunan Agricultural University(Social Sciences)

基　　金：广东省教育厅人文社科类项目(2014WTSCX 094);韶关市哲学社会科学规划课题(Z2014020)

摘　　要：以湖南安化黑茶、祁东黄花菜、永兴冰糖橙三个农产品区域品牌为样本,基于415份消费者调查数据,运用SPSS15.0和STATA 11.0进行数据对比分析,检验农产品区域品牌对消费者感知质量的影响,以及消费者产品知识、介入度和来源地变量对两者关系的调节效应。结果表明:农产品区域品牌对消费者感知质量有显著影响;调节变量的引入会引起农产品区域品牌对消费者感知质量效应强度发生改变,即消费者产品知识越少、介入度越低以及来源地与农产品区域品牌地一致时,农产品区域品牌对消费者感知质量的影响效应越强。结论说明了在农产品区域品牌建设中要考虑消费者个体因素的影响。Taking three regional brands of agricultural products(Hunan Anhua dark tea,Qidong day lily,Yongxingorange)as samples,this paper tests the impact of regional brand of agricultural products on consumer perceived qualityand verifies the effects of adjustment variables such as consumer product knowledge,customer involvement and originon the two variables mentioned above through SPSS15.0and STATA11.0for data analysis.It illustrates that agriculturalproducts regional brand has significant impacts upon consumer perceived quality;as we introduce adjustment variablesinto the experiment,the impact intensity will change.That is,the less consumer product knowledge,the lower degree ofintervention,the better effect of the regional brand of agricultural products on consumers'perceived quality,theconclusion remains true as taking the consistence between the agricultural products region and consumer source intoaccount.This conclusion explains the reasons why we should take consumer into account when we start to establishregional brand of agricultural products.

关 键 词：农产品区域品牌 感知质量 消费者 产品知识 介入度 来源地 

分 类 号：F323.5[经济管理—产业经济]