Research on the Influence of Perceived Value on Consumers’ Willingness to Pay Premium for Online Agricultural Products with Regional Public Brands

DOI

10.2991/978-94-6463-210-1_33How to use a DOI?

Keywords

online agricultural products; regional public brand willingness of premium payment; perceived value

Abstract

In recent years, Chinese consumers have increasingly higher recognition of regional public brands of agricultural products. The premium profit of brand agricultural products drives industrial revitalization and increases farmers’ income. However, the continuous growth of e-commerce of agricultural products has brought the problems of inconsistent standards, unreasonable pricing and fierce homogeneous competition increasingly prominent, which affect consumers’ willingness to buy brand products. The objective of this paper is to identify the causal factors of consumers’ willingness to pay premium prices for online agricultural products with regional public brands in China. Based on perceived value theory, this study constructed a structural model for regional public brands of agricultural products, and explored the influence of perceived value on consumers’ willingness to pay premium. The study conducted a questionnaire survey on consumers with agricultural products online shopping experiences. The findings demonstrate that: a) The quality perceived value and relationship perceived value have a significant positive impact on premium willingness to pay; b) The perceived value of traceability positively affects quality and the perceived value of service positively affects relationship; c) Relationship perceived value has a significant positive impact on perceived negativity, but perceived negativity does not have a significant negative impact on premium willingness to pay.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siyu Wang
AU  - Yan Li
AU  - Zhengkai Zhou
AU  - Zheqing Meng
PY  - 2023
DA  - 2023/07/25
TI  - Research on the Influence of Perceived Value on Consumers’ Willingness to Pay Premium for Online Agricultural Products with Regional Public Brands
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 256
EP  - 265
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_33
DO  - 10.2991/978-94-6463-210-1_33
ID  - Wang2023
ER  -