摘要
针对品牌水果网上消费者的选择机制进行了研究,旨在探寻有利于水果品牌建设的合适方案,提高水果销量增加农民收入,以助力“乡村振兴”战略。在选择成本和情感利益量表开发的基础上,通过收集调研问卷运用结构方程模型实证检验其与消费者购买意愿之间的相互关系。结果表明:时间成本和误差成本对网上消费者品牌水果的选择具有显著的负向影响,推荐信度和品牌深度对品牌水果的选择具有显著的正向影响,社交强度影响不显著,据此提出精准定位产品特色、绘制目标顾客特征、确保产品信息有效传递的对策建议。
This paper studies the selection mechanism of online consumers of branded fruits, aiming to explore appropriate schemes conducive to constructing brand fruit, improving fruit sales and increasing farmers’ income, so as to help the strategy of "rural revitalization". On the basis of the development of the scale of choice costs and emotional benefits, the structural equation model is used to empirically test the relationship between the scale and consumers’ purchase intention by collecting questionnaires. The results showed that time cost and error cost had significant negative effects on the choice of brand fruit;recommendation reliability and brand depth had significant positive effects on the choice of brand fruit, and social intensity had no significant impact. Therefore, countermeasures and suggestions were put forward to accurately locate product features, draw target customer features, and ensure effective transmission of product information.
作者
王少婷
Wang Shaoting(Research Institute of Economic Belt along South China Sea,Zhanjiang University of Science and Technology,Zhanjiang,Guangdong 524000,China)
出处
《绿色科技》
2023年第1期271-275,280,共6页
Journal of Green Science and Technology
基金
湛江市哲学社会科学规划课题(编号:ZJ21YB10)
广东省普通高校青年创新人才类项目(编号:2022WQNCX100)
湛江科技学院2020年度“创新强校工程”项目(编号:CJ20CXQX007)。
关键词
选择成本
情感利益
品牌水果
choice cost
emotional benefits
brand fruit
