云南保山小粒咖啡区域品牌形象对消费者线上购买意愿的影响研究

Research on the Impact of Regional Brand Image of Small Granule Coffee in Baoshan, Yunnan on Consumers’ Online Purchase Intention

摘要

中国咖啡市场发展迅猛，云南保山小粒咖啡作为重要产区，虽具独特优势，但在品牌形象等方面存在不足。本研究构建模型，探讨其区域品牌形象（产品、使用者、区域特色形象）对消费者线上购买意愿的影响及感知价值的中介效应。实证表明，三个维度均显著正向影响购买意愿，其中使用者形象影响最突出，感知价值起部分中介作用。研究发现保山小粒咖啡存在产品形象树立、品牌价值凸显、宣传力度及线上销售模式创新不足等问题。据此提出注重产品质量、提升感知价值、加强线上品牌建设与创新营销模式等建议，为其品牌建设及农产品区域品牌发展提供参考。

Abstract

The coffee market in China is developing rapidly. As an important production area, small-grain coffee from Baoshan, Yunnan Province, has unique advantages, but there are deficiencies in aspects such as brand image. This study constructs a model to explore the influence of its regional brand image (product, user, regional characteristic image) on consumers’ online purchase intention and the mediating effect of perceived value. Empirical evidence shows that all three dimensions have a significant positive impact on purchase intention. Among them, the user image has the most prominent influence, and perceived value plays a partial mediating role. The research found that Baoshan small-grain coffee has problems such as insufficient product image establishment, brand value highlighting, publicity efforts and innovation in online sales models. Based on this, suggestions such as focusing on product quality, enhancing perceived value, strengthening online brand building and innovating marketing models are put forward to provide references for its brand building and the development of regional agricultural product brands.

关键词

保山小粒咖啡 / 区域品牌形象 / 线上购买意愿 / 感知价值

Key words

baoshan little grain of coffee / Regional brand image / Willingness to purchase online / Perceived value

参考文献

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