农业企业品牌形象对消费者购买意愿的影响研究——基于贝尔模型  

Research on the Influence of Brand Image of Agribusiness on Purchase Intention--Based on Biel Model

作　　者：莫凡[1] MO Fan(School of International Exchange,Guangdong AIB Polytechnic,Guangzhou,Guangdong 510507)

机构地区：[1]广东农工商职业技术学院国际交流学院,广东广州510507

出　　处：《安徽农业科学》2021年第12期225-229,共5页Journal of Anhui Agricultural Sciences

基　　金：广州市哲学社会科学发展“十四五”规划2021年度课题(2021GZGJ82)。

摘　　要：农垦事业发展是农垦品牌发展的重要保障,如何塑造品牌形象提升消费者购买意愿是企业待解决的问题。基于贝尔模型,验证该模型对农业企业品牌的适用性,以及对消费者购买意愿的影响。结果表明,贝尔模型适用于农业企业品牌形象研究;企业形象、使用者形象、产品或服务形象均正向影响消费者购买意愿,其中企业形象对消费者购买意愿的影响最大,其次是使用者形象。消费者个人特征对购买农产品企业品牌的影响不大。开发品牌个性和企业形象定位应更值得农业企业关注。树立正确的品牌建设意识,进一步挖掘农垦文化,提升品牌的格调和档次,从消费者购买意愿出发,深化品牌内在价值,强化互联网思维,加大宣传力度,努力将"广东农垦"品牌打造成中国农垦的国家名片。The development of agricultural reclamation is an important guarantee for the development of agricultural brand.How to build brand image and improve consumers’purchase intention is an important issue by enterprises.This paper just verifies the applicability of the model to the brand of agricultural enterprises and its impact on consumers’purchase intention,which based on the Biel brand image theoretical model.The results show that Biel model is applicable to the study of agricultural enterprise brand image;the corporate image,user image,product or service image all have a positive influence on consumers’purchase intention,among which the corporate image has the greatest influence on consumers’purchase intention,followed by the user image.Individual characteristics of consumers have little impact on the purchase of agricultural enterprise brands.Create brand personality and corporate image positioning are worth to get more attention.Set up the correct brand construction consciousness,further excavate the culture of reclamation,improve the style and grade of the brand,deepen the internal value of the brand,strengthen the Internet thinking,increase the publicity,and strive to make"Guangdong Agricultural Reclamation"to become the national brand of China’s agricultural reclamation.

关 键 词：品牌形象 贝尔模型 购买意愿 实证研究 

分 类 号：S-9[农业科学]