Research On The Effect Of Image Of Origin Of Agricultural Product Origin On Consumers’ Willingness To Pay Premium

As living standards improve,consumers’ pursuit of agricultural products changes from quantity to quality,and they are willing to pay a premium for quality agricultural products.In the process of purchasing agricultural products,consumers tend to pay attention to information related to the origin and use it to make purchase decisions.And consumers are willing to pay a premium for produce that comes from excellent origins.From the corporate perspective,the intensification of homogeneous competition has prompted agricultural companies to find new competitive advantages to obtain higher premiums for their products,and among the attributes related to agricultural products,their origin is more closely related to the level of premiums.Studies have shown that the image of origin has a certain degree of influence on consumers’ perceptions and their willingness to pay premiums.What aspects of the image of origin of agricultural products directly or indirectly affect the willingness to pay premiums?In this study,the four variables of image of origin,customer perceived value,willingness to pay premium,and product knowledge are defined based on a review of the relevant literature.The image of origin is used as the antecedent variable of willingness to pay premium(WPP),and the image of origin is divided into the image of industry,the image of human history and the image of natural resources.Customer perceived value is taken as the mediating variable of the study,and product knowledge is the moderating variable,and this is used to build the theoretical research model of this paper,and relevant research hypotheses are proposed based on relevant literature.This study mainly uses SPSS24.0 and Amos24.0 to examine the relationship between variables,and Amos24.0 is used to analyze the path of the relationship between the image of origin,customer perceived value,and willingness to pay premium using structural equation modeling.The regression analysis in SPSS24.0 was used to test the moderating effect,and the bootstrap method was used to test the mediating effect,and finally the relationships among the variables were obtained.The results show that :(1)the image of origin of agricultural products has a positive effect on the willingness to pay premium,among them,the image of industry,the image of humanities and history and the image of natural resources all have a positive effect on the willingness to pay premium;(2)the image of humanities and history and the image of natural resources in the image of origin have a positive effect on the three dimensions of customer perceived value,while the effect of the image of industry on social value is not significant;(3)the customer perceived value dimensions have a significant positive effect on the willingness to pay premium;(4)perceived value plays a mediating effect in the influence of image of origin on the willingness to pay premium;(5)product knowledge plays a moderating effect in the influence of industry image and natural resources image on customer perceived value,but the moderating effect of product knowledge in the influence of human history image on customer perceived value is not significant.Based on the relevant results of the empirical study,this study provides relevant and feasible suggestions for how companies can use the image of origin in order to improve the willingness to pay premiums.