认证标识对农产品品牌信任的影响路径分析

本文以信息不对称理论为基础,用结构方程模型的研究方法,对认证标识影响农产品品牌信任及其各维度路径进行实证分析。结果表明:认证标识可有效提升农产品品牌能力信任和善意信任,认证标识对于提升农产品品牌能力信任的作用大于对品牌善意信任的作用。品牌能力信任和善意信任会交互影响,善意信任对于增强能力信任有较大作用,能力信任也间接影响善意信任,但影响稍弱。

Influence Route Analysis of Certification Logo on Brand Trust of Agricultural Product

Since marketing agricultural products through brand expanding is not long and less experienced in brand building in China,the agricultural brand trust is very unstable.The quality incidents for the well-known brand of agricultural products often occur too.So brand distrust of consumers increases in agricultural marketing.How to renew the brand trust in a relatively short period in agricultural marketing？This paper uses the structural model to validate the influence of certification logo on brand trust based on the theory of asymmetric information.The results show that certification logo can effectively enhance the capacity trust and goodwill trust of agricultural products and the goodwill trust in the brand has a positive effect on capacity trust.