外部线索对农产品区域品牌信任影响机制研究——兼谈消费者仪式化的中介作用  

The Effect of External Cues on the Consumer's Brand Trust for Agricultural Regional Brands:The Mediating Role of Ritualization of Consumer

作　　者：陈纲 台雪玲 Chen Gang;Tai Xueling(Ningxia University,School of Mathematics and Statistics,Yinchuan 750010;Ningxia University,College of Agriculture,Yinchuan 750010)

机构地区：[1]宁夏大学数学统计学院,银川750010 [2]宁夏大学农学院,银川750010

出　　处：《北方经贸》2024年第12期73-77,共5页Northern Economy and Trade

摘　　要：本研究以宁夏枸杞为例,通过实证分析检验了农产品区域品牌的外部线索对消费者品牌信任的影响作用,消费者仪式化对两者的中介作用和消费者自我监控的调节作用。研究结果表明:外部线索对消费者仪式化的建立有正向影响;消费者仪式化建立对品牌信任建立有正向影响;自我监控在外部线索与消费者仪式化之间起到调节作用;消费者仪式化在外部线索与品牌信任关系中起到中介作用。一旦外部线索确认后,消费者对品牌产品则会产生购买欲望。Taking the Ningxia wolfberry as an example,The paper tries to explore the external clues of the agricultural regional brand on how to affect the consumer brand trust,with the ritualization of consumer as the moderate variable and the self-monitors as the mediate variable through empirical research.The main conclusions are as follows:external cues have a positive effect on the ritualization of consumer,and self-monitors positively moderates the relationship of them;ritualization of consumer which has a positive effect on the consumer's brand trust for agricultural regional brand plays a mediating role between external cues and brand trust.

关 键 词：外部线索 区域品牌 仪式化 品牌信任 

分 类 号：F061.5[经济管理—政治经济学]