多维地理标志形象对消费者网购地理标志农产品意愿的影响——基于感知价值视角  

Impacts of the Multidimensional Image of GI Labels on Consumers'Online Purchase Intentions of Products with Geographical Indication—A Perceived Value Perspective

作　　者：朱战国[1] 王月[1] Zhu Zhanguo;Wang Yue(College of Economic & Management, Nanjing Agricultural University, Nanjing 210095, China)

机构地区：[1]南京农业大学经济管理学院

出　　处：《江苏大学学报（社会科学版）》2022年第2期57-69,共13页Journal of Jiangsu University(Social Science Edition)

基　　金：教育部人文社会科学研究青年基金项目(16YJC790157);中央高校基本科研业务费创新项目(SKCX2018001);江苏省高校优势学科建设工程资助项目(PAPD)。

摘　　要：基于464份消费者调研数据,运用结构方程模型,可以针对地理标志产品实证检验多维地理标志形象、多维消费者感知价值及其购买意愿之间的关系。研究结果表明:文化因素是地理标志形象中的关键维度;地理标志形象的质量保证、经济支持、文化因素三个维度均能显著正向影响消费者感知价值,且不同维度的影响效果存在差异,其中,文化因素的影响最大;地理标志形象、消费者感知价值与购买意愿之间存在效用的传递,多维地理标志形象可以通过影响消费者感知价值,进而影响其购买意愿。Using the survey data of 464 customers,this paper tested the relationship among multidimensional image of GI labels,consumers'perceived value,and their purchase intentions of Product Geographical Indication by structural equation model.The results show that cultural factors were key factor affecting customers'image of GI labels,that all three dimensions of the image of GI labels had a significant and different positive effect on customers'perceived value,among which cultural factors had the greatest influence,and that there was a transfer of utility between the image of GI labels,customers'perceived value and their purchase intentions that the image could affect consumers'purchase intention by affecting their perceived value.

关 键 词：地理标志产品 感知价值 地理标志形象 购买意愿 多维 网购 

分 类 号：F327[经济管理—产业经济]