Research On Brand Trust Of Characteristic Agricultural Products Based On Image Of Origin In E-commerce Environment

The rapid development of the Internet industry has enabled many agricultural products with local characteristics to enter thousands of households relying on e-commerce platforms.In the present sales market of characteristic agricultural products,there is a serious phenomenon of homogenization of products and lack of well-known brands.Agricultural products and its' origin is closely related,in order to help enterprises use the origin image of agricultural products to build brand trust and increase consumers' recognition of the brand,this paper studies the consumer perception of the value of agricultural products in the e-commerce environment,explores the relationship between the image of the origin and the perceived value of consumers on brand trust and eventually reveals the inherent rules of buying characteristic agricultural products.This research has theoretical significance and practical value for enterprises to use the image of origin to build brand trust and improve competitiveness.Firstly,this paper explores the mechanism of the image effect of origin in the e-commerce environment,the consumers' perception value of characteristic agricultural products and the establishment process of brand trust through the combing of relevant research literatures and constructs the structural equation model of the image of origin,perceived value and brand trust,and puts forward the research hypothesis.After that,a questionnaire was designed,the data collection and its analysis are used to verify the rationality of the model and hypothesis,and the partial mediation of the perceived value is clarified.From the two dimensions,gender and income,the differences in the influence of origin image,perceived value and brand trust among different consumer groups are explored.Research shows that consumers' perceived value of characteristic agricultural products consists of functional value,social value and emotional value.The image of origin and perceived value have a positive impact on brand trust,and perceived value plays a partial intermediary role in the model.There are origin effects in different consumer groups,but for women and low-income groups,the effect of origin image on perceived value is greater.There are also differences in those consumer groups in the degree of attention to the different dimensions of perceived value.The female pays more attention to the emotional value dimension of perceived value,the high-income group is more concerned about thesocial value dimension,and the male and low-income groups pay more attention to the functional value dimension.Finally,the characteristic agricultural products market is divided according to the degree of attention of different dimensions of consumer perceived value,and the specific strategy of enterprises to enhance brand trust is given based on the image of origin.