E3S Web Conf.
Volume 214, 20202020 International Conference on Energy Big Data and Low-carbon Development Management (EBLDM 2020)
|Number of page(s)||6|
|Section||Big Data Analysis Application and Energy Consumption Research|
|Published online||07 December 2020|
Research on the Influencing Factors of Purchasing Intention of Brand Agricultural Products from the Perspective of Perceived Value
1 Business College, Sichuan Agricultural University, Dujiangyan, China
2 Business College, Sichuan Agricultural University, Dujiangyan, China
3 Business College, Sichuan Agricultural University, Dujiangyan, China
According to the theory of customer perceived value and brand agricultural characteristics, this paper puts forward that customer perceived value of the brand agricultural products has a functional value, economic value, emotional value, social value and image value of five dimension. Through empirical analysis, it is proved that the existence of five dimensions of perceived value and the five dimensions have significant positive effects on the purchase intention of brand agricultural products, among them, the effect of social value is the largest. And product involvement has a moderating effect on perceived value and purchase intention. Finally, based on the above steps, this paper puts forward the ranking of consumers’ attention to the perceived value dimension, and accordingly provides more accurate marketing countermeasures for enterprises.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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