品牌认知对消费者优质肉鸡购买意愿影响研究.docxVIP

PAGE PAGE IV 摘 要 随着改革开放进程的推进，我国经济发展和人民生活水平提高，人们对优质食品的偏好越来越高。粤港澳大湾区“菜篮子”生产及流通服务体系的提出，共建粤港澳大湾区区域品牌也给华南众多农产品营销带来机遇。鸡肉是我国第二大肉类消费品，建设具有粤港澳大湾区认证的优质肉鸡品牌是广东肉鸡产业和企业的共同愿景。 本研究中从品牌认知理论出发，从品牌安全、品牌体验和品牌象征三个维度，同时引入中介变量品牌信任，分析品牌认知对肉鸡消费者购买意愿的作用机理。首先，本文通过对国内外关于品牌认知和购买意愿相关研究成果的总结，进而提出本文的研究模型。其次，通过问卷调查了解消费者对粤港澳大湾区品牌肉鸡的购买意愿，根据所获得的数据样本通过SPSS22.0进行实证分析验证模型的准确性。 研究结论，品牌认知对消费者购买意愿存在显著影响。消费者在粤港澳大湾区品牌肉鸡的品牌认知中，对品牌安全的维度认知越高，消费者购买意愿越强；对品牌体验的认知越高，消费者购买意愿越高；对品牌象征的认知越高，消费者购买意愿越强。品牌认知通过品牌信任的中介效用对消费者购买意愿存在显著影响。 关键词：品牌认知 品牌信任 购买意愿 Study on the influence of brand perception on consumers purchase intention of quality broilers: A case study of brands in the Guangdong-Hong Kong-Macao Greater Bay Area Yin Zhiwei Abstract:With the advancement of reform and opening up, Chinas economic development and the improvement of peoples living standards, peoples preference for quality food is getting higher and higher.The proposal of the vegetable basket production and circulation service system in the Guangdong-Hong Kong-Macao Greater Bay Area and the establishment of regional brands in the Greater Bay Area also bring opportunities to the marketing of many agricultural products in South China.Chicken is the second largest meat consumer product in China. To build a high-quality broiler brand certified by the Guangdong-Hong Kong-Macao Greater Bay Area is the common vision of Guangdong broiler industry and enterprises. Based on brand perception theory, this study analyzed the mechanism of brand perception on broiler consumers purchase intention by introducing brand trust as an intermediary variable from three dimensions of brand security, brand experience and brand symbol.First of all, the research model of this paper is proposed by summarizing the relevant research results on brand perception and purchase intention at home and abroad.Secondly, Through questionnaire surveys, we understand consumers willingness to buy branded broiler chickens in the Guangdong-Hong Kong-Macao Greater Bay Area. Based on