电商环境下特色农产品原产地形象对品牌信任的影响——基于价值感知的中介效应  

Influence of the Origin Image of Characteristic Agricultural Products on Brand Trust in E-commerce Environment:Mediating Effect Based on Value Perception

作　　者：梁妮[1] LIANG Ni(Guangxi Vocational&Technical Institute of Industry,Nanning,Guangxi 530001,China)

机构地区：[1]广西工业职业技术学院,广西南宁530001

出　　处：《广西农学报》2024年第4期84-90,共7页Journal of Guangxi Agriculture

摘　　要：文章基于342份农产品消费调研数据,通过构建“原产地形象—价值感知—品牌信任”理论分析框架,运用中介效应模型,实证分析了特色农产品原产地形象对消费者品牌信任的作用机制,并进一步揭示了消费者价值感知在两者之间的中介作用。研究发现,维护良好的原产地形象对提高消费者品牌信任具有显著的正向促进作用,消费者价值感知在原产地形象对品牌信任影响中存在显著的中介效应。因此,政府产业政策部门和农产品企业可以通过调整农产品产业规模、做好差异化溯源来提升消费者价值感知。同时,政府实施保护自然环境政策、宣传当地优秀文化、加大农产品市场监管力度有利于塑造良好的原产地形象,能够有效提升消费者对特色农产品品牌的信任。Based on 342 agricultural product consumption survey data,this paper constructs a theoretical analysis framework of"origin image-value perception-brand trust"and uses the mediating effect model to empirically analyze the mechanism by which the origin image of characteristic agricultural products plays a role in consumers'brand trust,and further reveals the mediating role of consumer value perception between them.The research finds that maintaining a good origin image has a significant positive promotion effect on improving consumers'brand trust,and there is a significant mediating effect of consumer value perception in the impact of origin image on brand trust.Therefore,government's industrial policy departments and agricultural product enterprises can enhance consumers'value perception by adjusting the scale of the agricultural product industry and performing differentiation traceability.At the same time,the government's implementation of policies to protect the natural environment,publicizing local excellent culture,and strengthening the supervision of agricultural products markets are conducive to building a good origin image and effectively enhancing consumers'trust in characteristic agricultural product brands.

关 键 词：特色农产品 原产地形象 品牌信任 价值感知 电商环境 

分 类 号：F713.55[经济管理—市场营销] F323.7[经济管理—产业经济]