数智农产品品牌感知价值对消费者溢价支付意愿的影响研究

作者	浦晓茜
姓名汉语拼音	Pu Xiaoqian
学号	2021000009012
培养单位	兰州财经大学
电话	15662700506
电子邮件	15662700506@163.com
入学年份	2021-9
学位类别	学术硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理
学科方向	企业管理
学科代码	120202
第一导师姓名	林艳
第一导师姓名汉语拼音	Lin Yan
第一导师单位	兰州财经大学
第一导师职称	教授
题名	数智农产品品牌感知价值对消费者溢价支付意愿的影响研究
英文题名	Research on the impact of perceived value of digital agricultural product brands on consumers' willingness to pay premium
关键词	品牌感知价值品牌信任溢价支付意愿数智农产品
外文关键词	Brand perceived value ; Brand trust ; Premium payment willingness ; Number intelligence ; Agricultural products
摘要	数字经济背景下数字技术应用推动了农产品数字化、智慧化发展。发展数智农业是乡村振兴的新引擎，是 2023 年“两会”期间的焦点和热点。但是，目前我国数智农业品牌相对较少、发展水平落后于发达国家，数智农业品牌农产品的高价格成为特色农产品销售的重大障碍，消费者的支付能力和支付信心也不足。因此，提高消费者对数智农业生产的农产品的溢价支付意愿，从而促进数智农业企业的发展是现阶段迫切需要解决的问题。结合现实情况，本研究从计划行为理论和人格特质理论出发，选取了数智农产品品牌感知价值的三个维度，即情感、功能和社会价值作为研究的自变量，消费者的溢价支付意愿为因变量，构建了数智农产品品牌感知价值各维度与溢价支付意愿的模型。通过问卷法，获取研究所需数据，并通过数据分析研究数智农产品品牌感知价值各维度与溢价支付意愿之间的关系。基于对 314 份消费者问卷数据的分析，本研究得出以下结论：第一，消费者品牌感知价值能够积极影响数智农产品溢价支付意愿；第二，消费者品牌感知价值能积极影响品牌信任；第三，品牌信任在消费者品牌感知价值与溢价支付意愿之间起中介作用；第四，消费者创新性调节了数智农产品品牌感知价值对溢价支付意愿的影响。综上所述，本研究依据计划行为理论和人格特质理论，探讨了数智农产品品牌感知价值对消费者溢价支付意愿的影响，不仅明晰了数智农产品品牌感知价值与消费者溢价支付意愿之间的具体作用机制，也有助于企业家客观全面地理解消费者对数智农产品的看法，为企业制定数智农产品的营销活动提供了借鉴与启示。
英文摘要	Under the background of digital economy, the application of digital technology has promoted the digitalization and intelligent development of agricultural products. The development of smart agriculture is a new engine for rural revitalization, and it is the focus and hot spot during the "two sessions" in 2023. However, at present, China's digital agricultural brand is relatively few, the development level lags behind developed countries, the high price of digital agricultural brand agricultural products has become a major obstacle to the sale of featured agricultural products, and consumers' payment power and payment confidence are also insufficient. Therefore, it is an urgent problem to improve consumers' willingness to pay premium for agricultural products produced by smart agriculture, so as to promote the development of smart agriculture enterprises. Based on the actual situation, this study selects three dimensions of the perceived value of digital-intelligence agricultural products brands, namely emotion, function and social value, as the independent variables of the study, and consumers' willingness to pay premium as the dependent variable, and builds a model of each dimension of digital-intelligence agricultural products' brand perceived value and willingness to pay premium. Through the questionnaire method, the data needed for the research were obtained, and a theoretical model was established tocomprehensively analyze the relationship between each dimension of the perceived value of Suzhi agricultural products brand and the willingness to pay premium. Based on the analysis of 314 consumer questionnaire data, the following conclusions are drawn: First, consumer brand perceived value can positively affect the willingness to pay premium for Suzhi agricultural products; Second, consumer brand perceived value can positively affect brand trust; Third, brand trust plays an intermediary role between consumers' perceived value of brand and their willingness to pay premium. Fourth, consumers innovatively adjusted the influence of the perceived value of Suzhi agricultural products on the willingness to pay premium. To sum up, based on the theory of planned behavior and the theory of personality traits, this study discussed the impact of brand perceived value of digital intelligence agricultural products on consumers' willingness to pay premium. It not only clarified the specific mechanism of action between brand perceived value of digital intelligence agricultural products and consumers' willingness to pay premium, but also helped entrepreneurs to objectively and comprehensively understand consumers' views on digital intelligence agricultural products. It provides reference and enlightenment for enterprises to formulate marketing activities of Suzhi agricultural products.
学位类型	硕士
答辩日期	2024-05-26
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	108
参考文献总数	132
馆藏号	0006188
保密级别	公开
中图分类号	F27/225
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/36519
专题	工商管理学院
推荐引用方式 GB/T 7714	浦晓茜. 数智农产品品牌感知价值对消费者溢价支付意愿的影响研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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