丁宇 马中超 李文胜 王卫江 刘正刚

摘要 对特色林果产品品牌形象、消费者感知价值和消费者消费行为倾向之间关系进行了理论分析，建立了三者的关系理论模型，并提出了相应的研究假设。利用新疆特色林果产品消费者的大样本调研数据，借助计量经济学分析方法，对提出的理论假设进行了实证检验。结果表明：特色林果产品品牌形象对消费者感知价值有正向影响，消费者感知价值对消费者消费倾向也存在着正向影响，品牌形象对消费者行为倾向具有间接影响;消费者感知价值在特色林果产品品牌形象与消费者消费行为倾向中起一定的中介作用。因此，新疆特色林果品牌形象营销要从特色林果产品地域形象、产品形象、产品消费者形象提升和品牌宣传入手，增强消费者对消费新疆特色果品感知价值的經济性评价和情感性评价，从而提升消费者对新疆林果特色产品的消费倾向，最终促进新疆林果特色产品资源优势向经济优势的转化。

关键词 特色林果产品;品牌形象;消费者感知价值;消费行为倾向;实证分析

中图分类号 S-9 文献标识码 A 文章编号 0517-6611（2014）33-11965-05

Relationship between Brand Image of Special Fruit Products and Consumption Tendency Based on Customer Perceived Value—Empirical Analysis of Xinjiang Data

DING Yu1， MA Zhong-chao2，3， LI Wen-sheng2* et al

（1. School of Economy and Trade， Xinjiang Agricultural University， Urumqi， Xinjiang 830052; 2. School of Forestry and Horticulture， Xinjiang Agricultural University， Urumqi， Xinjiang 830052;3.Xinjiang Kaidohe Raidouhe River Basin Hydropower Development Co.Ltd.Kolla，Xinjiang 841000）

Abstract The paper analyzes the relationship among the special fruit products brand image， consumer perceived value， consumer consumption tendency， establishes the relationship theoretical models and puts forward a series of hypothesis. On this basis， making use of the large sample consumers survey data of mainland consumer market of the special fruit products in Xinjiang and using econometric analysis method， the paper has carried empirical test on the hypothesis. The results shows that the special fruit products brand image has positive effect on consumer perceived value and customer perceived value has positive effect on consumer consumption tendency; the brand image has indirect effects on consumer consumption tendency; consumer perceived value plays a intermediary role between the brand image of special fruit products and consumer consumption tendency. As a result， the special fruit products brand image marketing in Xinjiang should focused on product image promotion and the brand publicity， enhance consumers economic evaluation and affective evaluation on perceived value of the special fruit products in Xinjiang of consumption characteristics in Xinjiang， thus improve the consumer consumption tendency， eventually promote the transformation of features resources advantages of Xinjiangs special fruit products to economic advantages.

Key words Special fruit products; Brand image; Customer perceived value; Consumer consumption tendency; Empirical analysis

基金项目 国家科技支撑计划项目（2007BAD36B01）。

作者简介 丁宇（1971-），男，甘肃天水人，副教授，博士，从事企业战略管理、农林企业品牌营销经营与创新研究。*通讯作者，副教授，硕士生导师，从事林业经济管理研究。

收稿日期 2014-10-14

林果特色产品品牌形象的研究已经引起学界的关注。随着特色林果种植规模和产量增加，特色林果产品销售市场已经从传统的质量营销进入品牌竞争时代。……