生态农产品品牌形象对消费者信任的影响OA

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.