天津农业科学2026，Vol.32Issue(3)：74-79,84,7.DOI:10.3969/j.issn.1006-6500.2026.03.012
保山小粒咖啡区域品牌形象对消费者购买意愿影响的实证分析
An Empirical Analysis of the Impact of Baoshan Arabica Coffee's Regional Brand Image on Consumers'Purchase Intention
摘要
Abstract
Based on Biel's brand image theory framework,this paper deconstructed the regional brand image into four dimensions:product,corporate,origin and consumer image,and constructed a theoretical model with perceived value as an intermediary variable to explain its impact on consumer purchase intention.The structural equation model was employed to analyze the collected data.The em-pirical results showed that product image and corporate image were key factors driving consumers purchase intention.In addition,per-ceived value played an important mediating role in the process of product,corporate and consumer image influenced purchase inten-tion.This study can provide specific theoretical basis and practical guidance for the brand construction and marketing strategies of Baoshan Arabica Coffee.关键词
保山小粒咖啡/区域品牌/购买意愿/结构方程模型Key words
Baoshan Arabica Coffee/regional brand/purchase intention/structural equation modeling分类
管理科学引用本文复制引用
董兆文,柳娥,常锦华..保山小粒咖啡区域品牌形象对消费者购买意愿影响的实证分析[J].天津农业科学,2026,32(3):74-79,84,7.基金项目
云南省教育厅科学研究基金项目(2023Y0801) （2023Y0801）
