传统文化对区域品牌产品顾客忠诚的影响机制研究
首发时间:2024-04-03
摘要:本文基于SOR(刺激-有机体-反应)理论框架,采用PLS-SEM(偏最小二乘结构方程模型)法分析传统文化嵌入区域品牌农产品对顾客忠诚的影响机制。以浙江西湖龙井茶和丽水山耕、黑龙江五常大米、山东烟台苹果等地理标志农产品的消费者为调查对象,收集了400多份样本数据。研究结果揭示,传统文化嵌入区域公用品牌农产品对感知功能价值、感知情感价值、感知社会价值有积极影响,进而影响顾客忠诚;渠道整合质量在传统文化对感知社会价值的影响中起到促进作用。传统文化嵌入区域品牌农产品,能够为地理标志农产品的区域公用品牌发展注入新动能。实现传统文化与区域公用农产品品牌的有效融合、提高渠道整合质量,是促进区域品牌农产品的顾客忠诚进而提升区域公用品牌竞争力的有力保障。
关键词: 营销 农产品 区域公用品牌 顾客忠诚 传统文化 SOR框架
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The influence mechanism of traditional culture on customer loyalty of regional brand products
Abstract:In this paper, the impact mechanism of traditional culture embedding regional brand agricultural products on customer loyalty is analyzed by utilizing the PLS-SEM method, based on the SOR theoretical framework.More than 400 sample data were collected from consumers of geographical indication agricultural products such as Zhejiang West Lake Longjing tea and Lishui Mountain Farming products, Heilongjiang Wuchang rice, and apples fromShandongYantai. The research results reveal that the embedding of traditional culture into regional public brand agricultural products has a positive impact on perceived functional value, perceived emotional value, and perceived social value, which in turn affects customer loyalty. The quality of channel integration plays a promoting role in the impact of traditional culture on perceived social value. Embedding traditional culture into regional branded agricultural products can inject new momentum into the development of regional public brands for geographical indication agricultural products. The effective integration of traditional culture and regional public agricultural product brands and the improvement of channel integration quality are powerful guarantees for promoting customer loyalty of regional brand agricultural products and enhancing the competitiveness of regional public brands.
Keywords: marketing agricultural products regional public brand customer loyalty traditional culture SOR framework
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