英文摘要 |
The purpose of this study is to examine the effect of agricultural product origin attribute information on consumers' perceived risk, brand equity, and repurchase intention. A total of 550 valid questionnaires are collected to verify the hypothesis by independent sample t test and regression analysis. The results show that: (1)Compared with the weak origin attribute information, the strong origin attribute information can reduce the overall perceived risk and the related sub-dimensions of perceived risk. (2)Perceived risk negatively affect repurchase intention, and function, body, psychology and society risks negatively affect repurchase intention. (3)Compared with the weak origin attribute information, the strong origin attribute information can improve the brand equity. (4)Brand equity positively affect the repurchase intention. (5)Compared with the weak origin attribute information, the strong origin attribute information can improve the repurchase intention. (6)No matter the overall perceived risk and the related sub-dimensions are high or low, strong origin attribute information can improve repurchase intention. (7)No matter the level of brand equity, strong origin attribute information can improve the repurchase intention. |