Effects Of The Value Of Post-purchase Behavior Of Customer Perception Of The Brand Of Honey

Agriculture is the country’s first industry,it takes a irreplaceable role to Industrial supplies.Primary agricultural products is a major agricultural output. It is of great significance on people’s daily lives.But with the improvement of living standards,People ’s requirements for agricultural are improving constantly.People are no longer satisfied with the consumption of primary agricultural products.They began to increase the appeal of the brand agricultural products.How to understand the demands of the consumer for brand agricultural elements better.How to provide better agricultural products by increasing understanding of consumer.How to improve consumers’ repurchase intention and recommended wishes.For this problems, Customer perceived value gives a good reflection angle.The main purpose of this study is to understand the brand impact of customer perceived value of agricultural products on the repurchase intention and willingness to recommend.This can help Agricultural enterprises to meet the needs of consumers better. Selected one representative agricultural products,such honey as research subjects. With research on brand honey, to help understand the mainly customer’s perceived value dimension of the brand agricultural value. On this basis, make further research on the perceived value which have the impact on repurchase intention and willingness to recommend. Firstly, the combe existing literature and determine the research framework. Secondly, set hypotheses combined with research purposes, adopted empirical research methods. Select the brand honey as a research object, access to research data through questionnaires. Third, use the data analysis software SPSS to do the technical level analyze, including descriptive analysis, validity analysis, reliability analysis, factor analysis, correlation and regression analysis. Through the analysis of the data to verify the establishment of the hypothesis. Finally, the validation results showed that the perceived value including functional value, social value, emotional value, perceived value, scenario value and perceived risk. Each dimension have a significant impact on repurchase intention and willingness to recommend. Which functional value, social value, emotional value, perceived value and scenarios value have a positive impact on repurchase intention and willingness to recommend. Perceived risk has negatively affected on repurchase intention and willingness to recommend. On the basis of the conclusions of the study, give Management recommendations to brand of honey and agricultural operations.Although the conclusions of this study can not be applied to all agricultural products, there are reference on many similar products. This can help brand Agricultural products managers make a better understanding of consumer needs. Then produce more products to meet market demand better.