本文選題：農產品地域品牌 + 品牌信任��； 參考：《福建農林大學》2017年碩士論文

【摘要】：農產品地域品牌一般以"地域名稱結合產品名稱"的形式出現(xiàn),把農產品和產品的產地聯(lián)系在一起,可以借助地名的知名度更好地把味道、質量等農產品的特點推廣到市場上。把品牌與產地建立聯(lián)系,借此與市場上的其他農產品地域品牌區(qū)分開來,這是構建地域品牌的關鍵所在,通過獲得原產地域的證明,向消費者傳遞產品的質量保證,這樣來獲取消費者對產品的信任。農產品本身的質量往往無法從表面看出,顧客相對難于直接了解農產品質量相關信息的真實性,此時,農產品質量就需要利用一些載體來傳遞產品信息。這次,地域品牌就是一個承載當?shù)靥厣r產品信息的載體,通過"信號效應"和"識別效應",向消費者表現(xiàn)農產品質量特征。而農產品要衡量如何吸引、留住消費者,進而形成消費者忠誠的指標,重復購買意向作為可以量化的具體衡量指標之一,是相對可信任的,其影響因素有很多,其中,品牌信任就是一個主要前因。所以本研究從品牌信任這一維度出發(fā),研究消費者對農產品地域品牌重復購買意向的影響因素,希望能為我國現(xiàn)階段的農業(yè)供給側改革和農產品地域品牌的壯大提供理論指導,以及為企業(yè)營銷策略的制定提供一些參考。本研究首先回顧農產品的地域品牌、品牌信任和重復購買意向的相關文獻,在此基礎上,再通過實證研究,探尋消費者形成品牌信任的影響因素,以及這些因素進一步影響重復購買意向的路徑及具體系數(shù)。通過問卷的回收、整理,再運用SPSS 22.0專業(yè)數(shù)據(jù)分析軟件,來分析問卷調查的數(shù)據(jù),驗證所作出的假設以及品牌信任這一變量的中介效應,最終得到以下主要結論:一、顧客滿意、區(qū)域聯(lián)想、認證標志這三個因素均對農產品地域品牌的信任有顯著的正向影響。感知質量和品牌聲譽這兩個因素對農產品地域品牌的信任沒有顯著的直接影響。二、品牌信任、顧客滿意、區(qū)域聯(lián)想、認證標志這四個因素均對重復購買意向有顯著的正向影響,感知質量和品牌聲譽這兩個因素對重復購買意向沒有顯著的直接影響。三、品牌信任在顧客滿意與重復購買意向之間、認證標志與重復購買意向之間、區(qū)域聯(lián)想與重復購買意向之間,這三組關系中均起到了顯著的中介作用,且是通過部分中介作用來實現(xiàn)的。
[Abstract]:The regional brand of agricultural products generally appears in the form of "regional name combined with product name", which links the origin of agricultural products and products, and can better promote the characteristics of agricultural products, such as taste and quality, to the market with the help of the popularity of geographical names. The key to building a regional brand is to establish a link between the brand and the place of origin, thereby distinguishing it from other regional brands of agricultural products on the market. By obtaining proof of origin, the quality assurance of the product can be transmitted to the consumer. In this way to gain consumer trust in the product. The quality of agricultural products itself often can not be seen from the surface, the customer is relatively difficult to directly understand the authenticity of agricultural products quality information, at this time, the quality of agricultural products needs to use some carriers to transfer product information. This time, the regional brand is a carrier carrying the local characteristic agricultural product information, through the "signal effect" and "the recognition effect", displays the agricultural product quality characteristic to the consumer. And agricultural products should be measured how to attract and retain consumers, thus forming an indicator of consumer loyalty. It is relatively trustworthy that repeated purchase intention is one of the specific measures that can be quantified, and there are many factors affecting it, among which, Brand trust is a major antecedent. Therefore, from the perspective of brand trust, this paper studies the influencing factors of consumers' repeated purchase intention of regional brands of agricultural products, hoping to provide theoretical guidance for the agricultural supply-side reform and the expansion of regional brands of agricultural products at present in China. And for the enterprise marketing strategy to provide some reference. This study first reviews the regional brand of agricultural products, brand trust and repeated purchase intention of the relevant literature, and then through empirical research, to explore the impact of consumer brand trust factors. And these factors further affect the path and specific coefficient of repeated purchase intention. Through the questionnaire recovery, collation, and then use SPSS 22.0 professional data analysis software to analyze the questionnaire data, verify the hypothesis made and the intermediary effect of the brand trust variable, finally get the following main conclusions: 1. Customer satisfaction, regional association and certification mark all have a significant positive effect on the trust of regional brand of agricultural products. Perceived quality and brand reputation have no direct effect on the trust of regional brand of agricultural products. Secondly, the four factors of brand trust, customer satisfaction, regional association and certification sign have significant positive effects on the repeated purchase intention, while perceived quality and brand reputation have no significant direct influence on the repeat purchase intention. Thirdly, brand trust plays a significant intermediary role in the relationship between customer satisfaction and repeated purchase intention, certification mark and repeated purchase intention, regional association and repeated purchase intention. And through partial mediation to achieve.
【學位授予單位】：福建農林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.5;F713.55

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本文編號：1970704