海洋渔业品牌价值对顾客购买意向影响的实证分析——以海参品牌为例  

An empirical study on customers’ purchase intention effected by brand values: taking the sea cucumber brand as an example

作　　者：花昭红[1] 韩庆[1] HUA Zhao-hong;HAN Qing(Management College,Ocean University of China,Shandong Qingdao 266100,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266000

出　　处：《中国渔业经济》2020年第4期89-99,共11页Chinese Fisheries Economics

基　　金：山东省社科规划项目“一带一路战略对山东半岛区域经济发展的影响研究”(17CJJJ)资助。

摘　　要：以海参养殖企业为研究对象,就海参品牌价值对顾客购买意向的影响进行了实证研究。在有关概念模型基础上,论文提出相应的研究假设,并对海参购买者进行了问卷调查和深度访谈。同时,对问卷调查数据利用SPSS21数据分析工具进行了分析,研究结果表明:品牌的功能性价值对顾客购买意向具有显著的正向影响;而心理性价值、社会性价值以及经济性价值对顾客购买意向不具有正向影响;线上和线下购买渠道在品牌价值对顾客购买意向的影响方面没有差异性影响;不同的消费场景对心理性价值与经济性价值具有一定的影响。之所以出现这种结果的主要原因是:包括海参产业在内的海洋渔业产业缺乏具有全国市场影响力的品牌,顾客对品牌价值感知具有片面性,因此品牌价值对顾客购买意向的影响具有局限性。企业要想提高品牌价值对顾客购买意向的影响力,应该从品牌培育、品牌推广做起。Theoretical studies have proved that brand values have positive effects on customers’ purchase intention. This paper uses sea cucumber brands as an example to carry out an empirical study on customers’ purchase intention effected by brand values. Based on the relative conceptual model, we put forward four research hypotheses and conduct a questionnaire survey. At the same time, this paper uses SPSS21 as a data analysis tool to analysis data collected by market survey, and it draws the following conclusions: the functional value of the brand have a significant impact on customers’ purchase intention;however, psychological values, social values and economic values have no positive effect on customers’ purchase intention. There is no difference in the brand value of the purchase channel,and different consumption scenarios have a certain impact on the psychological value and economic value. The main problem is sea cucumber industry has no famous brands with nationwide market influence, so that brand values have limited impact on customers’ purchase. In this point, sea cucumber firms should do their best to cultivate and promote their brands and improve the brands influences on customers’ purchase intention.

关 键 词：品牌价值 顾客购买意向 品牌影响力 

分 类 号：F326.407[经济管理—产业经济]