| 基于消费意愿的地理品牌发展制约因素实证研究——以广东省地理品牌沙糖桔为例 |
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| 引用本文： | 梁天宝,邓保国.基于消费意愿的地理品牌发展制约因素实证研究——以广东省地理品牌沙糖桔为例[J].广东农业科学,2011,38(21). |
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| 作者姓名： | 梁天宝 邓保国 |
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| 作者单位： | 仲恺农业工程学院管理学院,广东广州,510225 |
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| 基金项目： | 广州市哲学社会科学发展“十一五”规划2010年度课题(10B36); 广东省软科学研究计划项目(2008B070800083) |
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| 摘 要： | 通过对广东地理品牌农产品消费状况的调查,探究农产品地理品牌发展的制约因素及其制约机理。结果表明,地理品牌发展主要受限于消费购买意愿,地理品牌知晓度和消费场所环境直接正向影响消费者对地理品牌农产品的购买意愿;品牌溢价虽然对消费购买意愿有正向影响,但影响程度不显著,这与消费者可接受的最高溢价有关。
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| 关 键 词： | 消费意愿 产地标志 地理品牌 品牌溢价 |
Empirical study on the restriction of geographic brand development based on consumer intention——Take the sugar orange in Guangdong province as an example |
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| LIANG Tian-bao,DENG Bao-guo.Empirical study on the restriction of geographic brand development based on consumer intention——Take the sugar orange in Guangdong province as an example[J].Guangdong Agricultural Sciences,2011,38(21). |
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| Authors: | LIANG Tian-bao DENG Bao-guo |
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| Institution: | LIANG Tian-bao,DENG Bao-guo(School of Management,Zhongkai University of Agriculture and Engineering,Guangzhou 510225,China) |
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| Abstract: | Through the investigation of consumption on the agricultural products of Guangdong geographic brand,this paper tries to explore factors of restricting the development of geographic brand and their restriction mechanism.This research shows that the geographical brand development mainly limited to consumers' purchase intention.Geographic brand popularity and Consumption environment directly positive influence on the consumers' purchase intention.Brand premium have positive influence on the consumers' purchase... |
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| Keywords: | consumer intention indications of source geographic brand brand premium |
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