1品牌认知对消费者优质肉鸡购买意愿影响研究——以粤港澳大湾区品牌为例摘要随着改革开放进程的推进，我国经济发展和人民生活水平提高，人们对优质食品的偏好越来越高。由于提出了粤港澳大湾区“菜篮子”生产及流通服务体系，建设该地区品牌也给华南众多农产品营销带来机遇。鸡肉是我国第二大肉类消费品，建设具有粤港澳大湾区认证的优质肉鸡品牌是广东肉鸡产业和企业的共同愿景。本研究中从品牌认知理论出发，从品牌安全、品牌体验和品牌象征三个维度，同时引入中介变量品牌信任，分析品牌认知对肉鸡消费者购买意愿的作用机理。首先，本文通过对国内外关于品牌认知和购买意愿相关研究成果的总结，进而提出本文的研究模型。其次，通过问卷调查了解消费者对粤港澳大湾区品牌肉鸡的购买意愿，根据所获得的数据样本通过SPSS22.0进行实证分析以确保模型的准确性。研究结论，品牌认知对消费者购买意愿具有显著的影响。关于粤港澳大湾区品牌鸡肉，消费者对品牌安全、品牌体验以及品牌象征的认知越高，其购买意愿也就越强。而品牌认知对消费者购买意愿产生的显著影响主要是通过品牌信任的中介效用实现的。关键词：品牌认知品牌信任购买意愿Studyontheinfluenceofbrandperceptiononconsumers'purchaseintentionofqualitybroilers:AcasestudyofbrandsintheGuangdong-HongKong-MacaoGreaterBayAreaAbstract:Withtheprogressofthereformandopeningupprocess,mycountry'seconomicdevelopmentandtheimprovementofpeople'slivingstandards,people'spreferenceforhigh-qualityfoodisgettinghigherandhigher.SincetheGuangdong-HongKong-MacaoGreaterBayArea"vegetablebasket"productionandcirculationservicesystemhasbeenproposed,theestablishmentofbrandsinthisregionhasalsobroughtopportunitiesforthemarketingofmanyagriculturalproductsinsouthernChina.Chickenisthesecondlargestmeatconsumerproductinmycountry.Buildingahigh-qualitybroilerbrandcertifiedbytheGuangdong-HongKong-MacaoGreaterBayAreaisthecommonvisionoftheGuangdongbroilerindustryandenterprises.Inthisstudy,startingfromthetheoryofbrandcognition,fromthethreedimensionsof2brandsafety,brandexperienceandbrandsymbolism,atthesametime,themediationvariablebrandtrustisintroducedtoanalyzethemechanismofbrandcognitiononbroilerconsumers'purchasingintention.Firstofall,thisarticlesummarizestheresearchresultsrelatedtobrandperceptionandpurchaseintentionathomeandabroad,andthenproposestheresearchmodelofthisarticle.Secondly,throughquestionnairesurveys,weunderstandconsumers'willingnesstobuybrandedbroilersintheGuangdong-HongKong-MacaoGreaterBayArea,andconductempiricalanalysisthroughSPSS22.0basedonthedatasamplesobtainedtoensuretheaccuracyofthemodel.Theresearchconcludedthatbrandawarenesshasasignificantimpactonconsumers'purchaseintentions.RegardingbrandedchickenintheGuangdong-HongKong-MacaoGreaterBayArea,thehigherconsumers'awarenessofbrandsafety,brandexperienceandbrandsymbolism,thestrongertheirwillingnesstobuy.Thesignificantinfluenceofbrandcognitiononconsumers'purchaseintentionismainlyrealizedthroughtheintermediaryeffectofbrandtrust.Keywords:brandperceptionbrandtrustpurchaseintention目录1.引言...........................................................................................................................................11.1.研究背景................................................................................................................................11.2.研究目的与意义....................................................................................................................21.2.1.研究目的...............................................................................
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