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1 ( ) Journal of Hunan Agricultural University (Social Sciences), Feb. 2017, 18(1): DOI: /j.cnki.jhau(ss) 农产品区域品牌对消费者感知质量的影响以消费者产品知识介入度和来源地为调节变量杨佳利摘要 415 SPSS15.0 STATA 11.0 关键词中图分类号 F323.5 文献标志码 :A 文章编号 : (2017) Effect of agricultural products regional brand on consumer s perceived quality: Based on consumer s product knowledge, involvement and origin YANG Jiali (Economic Management School, Shaoguan University, Shaoguan , China) Abstract: Taking three regional brands of agricultural products (Hunan Anhua dark tea, Qidong day lily, Yongxing orange) as samples, this paper tests the impact of regional brand of agricultural products on consumer perceived quality and verifies the effects of adjustment variables such as consumer product knowledge, customer involvement and origin on the two variables mentioned above through SPSS15.0 and STATA 11.0 for data analysis. It illustrates that agricultural products regional brand has significant impacts upon consumer perceived quality; as we introduce adjustment variables into the experiment, the impact intensity will change. That is, the less consumer product knowledge, the lower degree of intervention, the better effect of the regional brand of agricultural products on consumers' perceived quality, the conclusion remains true as taking the consistence between the agricultural products region and consumer source into account. This conclusion explains the reasons why we should take consumer into account when we start to establish regional brand of agricultural products. Keywords: agricultural products regional brand; perceived quality; consumer; product knowledge; involvement; origin 一问题的提出收稿日期基金项目 (2014WTSCX 094) (Z ) 作者简介 (1982 )

2 16 ( ) [1-4] [5] [6] Babcock Clemens + [7] [7] [8] Thode [7] Zaichkowsky [9] [10-12] SPSS15.0 STATA 11.0 t 二理论分析与研究假设 Zeithaml [13] [14] [15] [6] Knox [16] Gronroos [7]

3 H 1 Smith Beatty [17] Malhotra Malhotra [18] Schreier Malhotra [19] Meeds [12] H 2 Zaichkowsky [9] Berens [20] Rossiter Percy - [21] [11] [22] H 3 + [7] [23] [23] H 4 1

4 18 ( ) 图 1 农产品区域品牌对消费者感知质量影响的理论框架三指标选取与分析方法 1 Dodds Monroe Grewal 5 [24] 5 Q1 Q5 2 7 Han 5 [7] 7 7 Q8 Q14 GDP 3 Berens [20] 4 4 Q27 Q30 4 Brucks Dacin [25] 5 Q22 Q26 5 Q RO1 XO Q1 Q5 Q15 Q

5 SPSS15.0 STATA 11.0 Cronbach s α KMO t 四样本来源与假设检验 1. 浙江大学中国农村发展研究院中国农业品牌研究中心联合多方机构开展公益性课题研究的评估结果 ~8 450 ABC A B C % 2. Cronbach s α Cronbach s α ABC Cronbach's α KMO ABC KMO ~0.9 1 表 1 信度和效度分析 Cronbach s α KMO A B C ABC t 2 A 5 B C 2 H AB 97%

6 20 ( ) C 75% A B C 90% 55% 23% 表 2 农产品区域品牌对消费者感知质量的均值 t 检验 A B C Q1 Q *** *** *** ( ) ( ) ( ) Q2 Q * * ** ( ) ( ) ( ) Q3 Q *** * ( ) ( ) ( ) Q4 Q * ** ( ) ( ) ( ) Q5 Q ** *** ( ) ( ) ( ) * ** *** 10% 5% 1% P 2 3 C Q1 Q15 H 2 表 3 农产品知识调节作用的分组 t 检验 Q1 Q15 Q2 Q16 Q3 Q17 Q4 Q18 Q5 Q19 A *** ** *** ** * B *** *** * ** ** C * *** * *** ** *** * ** *** 10% 5% 1% 3 4 BC H 3 表 4 消费者介入度调节作用的分组 t 检验 Q1 Q15 Q2 Q16 Q3 Q17 Q4 Q18 Q5 Q19 A *** ** *** ** ** B *** * ** ** C *** ** * * * ** *** 10% 5% 1%

7 ABC A Q3 Q17 B Q3 Q17 H 4 表 5 消费者来源地调节作用的分组 t 检验 Q1 Q15 Q2 Q16 Q3 Q17 Q4 Q18 Q5 Q19 A *** ** *** ** ** ** B * * * ** C ** ** * *** * * ** *** 10% 5% 1% 五结论及其启示 73%

8 22 ( ) 参考文献 : [1] Koert V I Math J J M Matthew T G The influence of the image of a product's region of origin on product evaluation[j] Journal of Business Research 2003(5) [2] [J] 2011 (7) [3] [J] 2008(8) [4] [D] [5] [J] 2009(1) [6] [J] 2011(4) [7] [D] [8] [J] 2010(7) [9] Zaichkowsky J L Measuring the involvement constructs [J] Journal of Consumer Research (3) 341 [10] [J] 2013(3) [11] [J] 2015(1) [12] Meeds R Cognitive and attitudinal effects of technical advertising copy the roles of gender self-assessed and objective consumer knowledge[j] International Journal of Advertising (3) [13] Zeithaml V A Berry L L Parasuraman A. Communication and control processes in the delivery of service quality[j] Journal of Marketing (2) [14] [J] 2007 (11) [15] - - [J] 2008 (7) [16] Knox S Positioning and branding your organization[j]. Journal of Product Brand Management 2004(7) [17] Beatty S E Smith S M External search effort An investigation across several product categories[j]. Journal of Consumer Research (8) [18] Malhotra N K Marketing Research An Applied Orientation[M] Sydney Prentice Hall Australis 2004 (3) [19] Schreier Martin Reinhard P Extending lead-user theory Antecedents and consequences of consumers lead userness[j] Journal of Product Innovation Management 2008 (25) [20] Berens Guido Cees B W Corporate associations and consumer product responses The moderating role of corporate brand dominance[j] Journal of Marketing (3) [21] Rossiter John R Percy et al A better advertising planning grid[j] Journal of Advertising (21) 252 [22] [J] 2009 (5) [23] [J] 2004(12) [24] Dodds Monroe Kent B et al Effects of price brand and store information on buyers product evaluations[j]. Journal of Marketing Research 1991 (28) [25] Dacin P A Mitchell A A The measurement of declarative knowledge[j] Advances in Consumer Research (1) 责任编辑 : 李东辉

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B2烏魚子 (99) 100 5 1 100 10 31 ( D) D (Marguiles, 1977) D D (LOGO) (SLOGAN) 1 ( 2006) (brand image) (Marguiles,1977) Dobni& Einkhan(1990) (Romaniuk& Sharp,2003) Kotler (2000) Keller Lehmann (2006) (1) (Logo and