生态农产品品牌形象对消费者信任的影响——基于消费者社交网络参与度的调节效应
The Impact of Ecological Agricultural Product Brand Image on Consumer Trust:A Moderating Effect based on Consumer Social Network Participation
袁晓辉 1汪卓然 2王祥文3
作者信息
- 1. 西南大学 重庆 400715
- 2. Coventry University London CV1 5FB
- 3. 重庆大学建筑规划设计研究总院有限公司 重庆 400030
- 折叠
摘要
本文基于信号传递理论阐述了生态农产品品牌形象影响消费者信任的逻辑机理,并利用全国1113位有机牛奶消费者的微观调查数据,实证检验了生态农产品品牌形象对消费者信任的影响效应及其传导机制.结果表明:(1)品牌作为一种能够降低消费者选择成本的排他性品类符号,具有重要的信息传递功能,对于解决生态农产品市场的信息不对称问题有积极意义,但不同品牌的影响力和号召力不同,其原因在于品牌形象存在差异,品牌形象越好,消费者对产品信任度越高.(2)在品牌形象对消费者信任的影响关系中,消费者社交网络参与度发挥着一定程度的正向调节作用,品牌形象对社交网络参与度较高的消费者产品信任影响较为强烈.(3)品牌形象对消费者信任的影响存在一定的异质性,对于社会信任水平较低和生态认知水平较高的消费者而言,品牌形象对其产品信任的影响较为显著.
Abstract
Based on the signal transmission theory,this paper elaborates on the logical mechanism of the impact of ecological agricultural product brand image on consumer trust,and empirically tests the impact and transmission mechanism of ecological agricultural product brand image on consumer trust using micro survey data from 1113 organic milk consumers nationwide.The results indicate that:(1)As an exclusive category symbol that can reduce consumer choice costs,brands have important information transmission functions and have positive significance in solving the problem of information asymmetry in the ecological agricultural product market.However,the influence and appeal of different brands vary,due to differences in brand image.The better the brand image,the higher the consumer's trust in the product.(2)In the relationship between brand image and consumer trust,consumer social network participation plays a certain degree of positive moderating role,and brand image has a stronger impact on product trust of consumers with higher social network participation.(3)There is a certain heterogeneity in the impact of brand image on consumer trust.For consumers with lower levels of social trust and higher levels of ecological cognition,the impact of brand image on their product trust is more significant.
关键词
生态农产品/品牌形象/消费者信任/社交网络参与度Key words
ecological agricultural products/brand image/consumer trust/social network engagement引用本文复制引用
基金项目
国家社科基金青年项目(20CGL050)
重庆市教育委员会人文社会科学研究一般项目(22SKGH210)
出版年
2024
国家科技期刊平台
NSTL
万方数据