| 农产品公共品牌根脉特征对消费者溢价支付意愿的影响 |
| The Effect of Root Appeal Characteristics of Agricultural Public Brands on Consumers’ Willingness to Pay Premiums |
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| 中文关键词:农产品公共品牌 根脉诉求 感知诊断性 目标相关性 |
| 英文关键词:public brand of agricultural products root appeal Perceived diagnosticity target relevance |
| 基金项目:国家社会科学基金重点项目（23AGL021）；河南省本科高校研究性教学改革研究与实践项目“教师研究性教学能力提升策略研究”（［2023］388 号）。 |
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| 中文摘要: |
| 在消费升级与农业供给侧结构性改革的协同演进背景下，农产品公共品牌建设已成为驱动农业价值链升级的核心战略支点。本研究整合线索利用理论与线索诊断理论，通过二手数据分析与系列实验探讨了农产品公共品牌根脉诉求对消费者溢价支付意愿的影响及其作用机制。研究发现：相较于文脉诉求，地脉诉求的呈现能更有效地提升消费者的溢价支付意愿，感知诊断性在上述影响中起中介作用。同时根脉诉求的呈现对消费者溢价支付意愿的影响受到目标相关性的调节。研究结论不仅深化了农产品公共品牌建设的理论研究，还为优化品牌传播策略提供了实践指导。 |
| 英文摘要: |
| Within the synergistic context of consumption upgrading and agricultural supply-side structural reform, agricultural public branding has emerged as a core strategic pivot for driving agricultural value chain enhancement. This investigation synthesizes cue utilization theory with cue diagnosticity theory, employing mixed methodologies including secondary data analysis and a series of experiments to examine how agricultural public brands’ root appeals (natural vs. cultural) influence consumers’ willingness to pay a premium and their underlying mechanisms. The analysis reveals three key findings: (1) Natural root appeals demonstrate superior efficacy over cultural root appeals in enhancing consumers’ willingness to pay a premium; (2) Perceived diagnosticity mediates this causal relationship; (3) Target relevance significantly moderates the effect of root appeals on premium payment intentions. These findings contribute to the theoretical advancement of agricultural branding research while offering pragmatic insights for optimizing brand communication strategies in practice. |
| 张洁梅,杨慧慧.农产品公共品牌根脉特征对消费者溢价支付意愿的影响[J].科学决策,2025,(06):199~213 |
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