The Study Of The Influence Between The Brand Relationship Quality Of Agricultural Products Geographical Indications And The Consumer Behavior Of Premium Purchasing

In recent years, the frequent occurrence of food safety problems endangers therelationship between consumer and brand seriously. With the improvement of livingstandards, the requirement of consumer food safety has been increasing significantly, andgeographical indications of agricultural products’ market competition advantages hasbecoming a prominent increasingly for its excellent quality. Study on brand relationshipquality of geographical indications and consumer purchase premium, can not only enrichthe brand theory, but also help enterprises making the marketing decision. consequently,this research has important significance in theoretical and practical.This paper based on the Jiangxi customers who are ordinary Gan Nan navel orangeconsumers，and using the consumer’s perceived value as an intermediary, studies theinfluence between the brand relationship quality of geographical indications and theconsumer behavior of premium purchasing. Firstly, summarize the previous studies, andput off the model and research hypothesis; secondly, complete the questionnaire survey anddata collection, then use the Structural Equation Model (SEM) to analysis with AMOSsoftware; finally, verify the research hypothesis and puts forward the conclusion andsuggestion.The results show that: firstly, research hypothesis’ verification results: the brandrelationship quality of geographical indications has a significant positive effect oncustomer perceived value, customer perceived value have significant positive influence onconsumer purchase premium, the brand relationship quality of geographical indications hasa significant positive effect on consumer premium purchase behavior. Secondly, themediating effect’ verification results: consumers’ perceived value partially mediates theinfluence between brand relationship quality of geographical indications and consumers’behavior of premium purchase. Thirdly, consumer individual characteristics’ regulationresults: consumer individual characteristics has significant effect on the relationshipbetween brand relationship quality and customer perceived value, but there is no differentamong different groups of the same individual characteristics; and consumer individualcharacteristics also has significant effect on the relationship between customer perceivedvalue and consumers’ behavior of premium purchase, and there are five individualcharacteristics’ groups (educational level, consumer’s family structure and income level)take a significant but different influence on the relationship between customer perceivedvalue and consumers’behavior of premium purchase.