论文部分内容阅读
本文以农产品品牌为研究对象,将消费者行为领域的重要影响因素“国货意识”从国别差异领域转向聚焦到地区差异领域的“本土意识”;通过逐层筛选选择4类农产品34个品牌,并根据品牌产地的分布情况,选择以山东省5个城市为调查的样本采集地;通过比较研究本土品牌偏好和品牌特性,揭示消费者本土意识、品牌特性和网络顾客农产品产地偏好的关系。研究发现,对于农产品本土品牌在知名度、质量和性价比方面的品牌特性评价越高,消费者越偏爱本土农产品;消费者越偏爱本土农产品,就越倾向于购买本土农产品;但是,本土意识对消费者偏爱和购买本土品牌农产品的影响均不明显。
In this paper, we take the brand of agricultural products as the research object, and shift the important influence factor in the field of consumer behavior from “national differences” to “local consciousness” that focuses on the regional differences. By selecting and classifying four kinds of agricultural products 34 brands, and according to the distribution of brand origin, choose five cities in Shandong Province as the sample of the sample collection; by comparing the local brand preference and brand characteristics, to reveal the consumer’s local awareness, brand characteristics and preferences of network customers produce origin Relationship. The study found that the higher the brand characteristics of local brands in terms of popularity, quality and cost performance are, the more consumers prefer local products. The more consumers prefer local products, the more they tend to buy local products. However, local consumers’ The influence of preference and purchase of local brand agricultural products is not obvious.