现代农业研究2024，Vol.30Issue(2)：6-13,8.
生态农产品品牌形象对消费者信任的影响
The Impact of Ecological Agricultural Product Brand Image on Consumer Trust:A Moderating Effect based on Consumer Social Network Participation
摘要
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分类
管理科学引用本文复制引用
袁晓辉,汪卓然,王祥文..生态农产品品牌形象对消费者信任的影响[J].现代农业研究,2024,30(2):6-13,8.基金项目
国家社科基金青年项目"渝鄂湘黔边区相对贫困识别及长效治理机制研究"(项目编号:20CGL050) （项目编号:20CGL050）
重庆市教育委员会人文社会科学研究一般项目"数字经济助力共同富裕的理论逻辑与实现路径研究"(项目编号:22SKGH210). （项目编号:22SKGH210）
