家乡地理标志农产品品牌形象对消费者购买意愿的影响研究  

A Study on the Impact of Home Geographic Indication Agricultural Product Brand Image on Consumers'Purchase Intention

作　　者：申雪纯 孙琪恒 郭辰[3] Shen Xuechun;Sun Qiheng;Guo Chen(School of Economics and Management,Qinghai Minzu University,Xining 810007 China;School of Business,Qinghai Institute of Technology,Xining 8100016 China;School of Economics and Management,Yingkou Institute of Technology,Yingkou 115014 China)

机构地区：[1]青海民族大学经济与管理学院,西宁810007 [2]青海理工学院商学院,西宁810016 [3]营口理工学院经济管理学院,辽宁营口115014

出　　处：《西安文理学院学报(社会科学版)》2024年第4期93-99,共7页Journal of Xi’an University(Social Science Edition)

基　　金：青海民族大学2024年研究生创新项目:家乡地理标志农产品品牌形象对消费者购买偏好的影响研究(65M2024013);青海理工学院“昆仑英才”人才引进科研项目:数字经济赋能青海省生态农牧业高质量发展研究(2023-QLGKLYCZX-030);辽宁省科技厅区域创新联合基金项目:数字经济背景下农产品物流信息平台构建研究(2022YKLH10)

摘　　要：地理标志农产品以其地域特色、生产技艺和文化底蕴,成为推动农业农村现代化的重要力量。农业农村部正重点支持其发展,促进农民增收、建设地理标志农产品品牌形象以促进其品牌化成为当下重点。基于对家乡的乡愁情结,借助SPSS22.0和AMOS24.0对数据处理,探究家乡地理标志农产品品牌形象对消费者购买意愿的影响。研究结果表明,家乡地理标志农产品品牌形象在消费者心中占据重要地位,能够显著增强其购买意愿。且在乡愁情结下,消费者对于家乡地理标志农产品的购买意愿会进一步加强。研究结论可为地理标志农产品的品牌化以及市场竞争力的提升提供一定的参考依据。Geographic indication agricultural products,with their unique regional characteristics,production techniques,and cultural connotations,have become an important force in promoting the modernization of agriculture and rural areas.The Ministry of Agriculture and Rural Affairs is focusing on supporting their development to increase farmers'income.The construction of brand image for geographic indication agricultural products to promote their branding is currently a key priority.Based on the nostalgia sentiment towards their hometown,this study utilizes SPSS 22.0 and AMOS 24.0 for data processing to investigate the impact of hometown geographic indication agricultural product brand image on consumers'purchase intention.The research results show that the brand image of hometown geographic indication agricultural products occupies an important position in consumers'hearts and can significantly enhance their purchase intention.Furthermore,under high levels of nostalgia sentiment,consumers'purchase intention for hometown geographic indication agricultural products is further strengthened.The conclusions of this study can provide certain reference for the branding of geographic indication agricultural product brands and the enhancement of their market competitiveness.

关 键 词：品牌形象 自我-品牌联结 乡愁情结 购买意愿 

分 类 号：F323.5[经济管理—产业经济] F713.55