直播背景下区域农产品品牌忠诚影响因素分析

周雪 张月莉 张楚伟

摘 要：在电商直播竞争激烈的背景下，如何引导消费者信任并获取强而有力的品牌忠诚成为参与直播品牌商家关心的问题之一。通过采用线上调查问卷的方式，获得有效问卷237份（问卷有效率为89.8%），而后利用SPSS和AMOS就品牌忠诚影响因素进行实证分析。研究发现，区域农产品感知质量在品牌信任的完全中介作用下对品牌忠诚具有正向显著影响。此外，真实性和一致性内容在区域农产品感知质量到品牌信任的路径中具有显著影响。因此，根据区域农产品感知质量加强直播内容特性可以提高消费者对品牌的信任，从而促进消费者品牌忠诚情感的形成。

关键词：区域农产品;直播内容特性;品牌信任;品牌忠诚;结构方程模型

中图分类号：F 323.5   文献标志码：A   文章编号：0253-2301（2021）04-0058-08

DOI： 10.13651/j.cnki.fjnykj.2021.04.010

Analysis on the Influencing Factors of Brand Loyalty of Regional Agricultural ProductsUnder the Background of Live Broadcasting

——Taking the Brand of ″Lishui Mountain Cultivation″ as an Example

ZHOU Xue， ZHANG Yue-li*， ZHANG Chu-Wei

（School of Economics and Management， Zhejiang A & F University， Hangzhou， Zhejiang 311300， China）

Abstract： In the context of the fierce competition in e-commerce live broadcasting， how to guide the consumers′ trust and gain the strong brand loyalty has become one of the concerned issues for the brand merchants participating in the live broadcasting. By using the online questionnaire， 237 valid questionnaires were obtained （the effective rate of questionnaires was 89.8%）， and then SPSS and AMOS were used to conduct the empirical analysis on the influencing factors of brand loyalty. The results showed that the perceived quality of regional agricultural products had a positive and significant effect on the brand loyalty under the full mediating effect of brand trust. In addition， the content of authenticity and consistency had a significant influence on the path of regional agricultural products from the perceived quality to brand trust. Therefore， strengthening the content characteristics of live broadcasting according to the perceived quality of regional agricultural products could improve the consumers′ trust in the brands， thus to promote the formation of the consumers′ loyalty feelings on the brands.

Key words： Regional agricultural products; Content characteristics of live broadcasting; Brand trust; Brand loyalty; Structural equation model

“三農”问题是关系国计民生的根本性问题，解决好“三农”问题对完善产业结构、促进产业体系具有重要意义[1]。近些年随着生活水平的进一步提高，销售方式的逐步升级，优质健康的区域农产品应迎来快速发展[2]。但电商平台推广如何使消费者了解到优质的区域农产品？农产品的生产、加工、制作过程是否都符合质量安全的标准？如何能让消费者信任无公害、绿色、有机农产品？这是当前许多农产品商家都有待思考的问题。而在区域农产品品牌方面，我国目前大部分区域农产品仍然存在品牌多、杂、小等现象，大多区域农产品具有分散性，且区域农产品同质化现象严重[3]，宣传上的不到位使得农产品销售状况不甚乐观，市场环境的激烈竞争也严重影响了区域农产品品牌的发展，使其难以获得消费者的青睐[4]。……