特色农产品对消费者购买行为影响研究——以大连海参为例

Research on the Influence of Specialty Agricultural Products on Consumers’ Purchase Behavior—A Case Study of Dalian Sea Cucumber

摘要: 大连海参作为我国北方最具代表性的区域特色农产品之一，其品牌影响力和市场认可度持续提升。本研究以大连海参为例，探讨区域特色农产品对消费者购买行为的影响机制，重点分析品质感知、品牌认知、价格感知三个维度对消费者未来购买意愿的作用路径。通过线上问卷调查收集237份有效样本，采用信效度检验、描述性统计分析和多元线性回归模型进行实证检验。研究揭示了区域特色农产品“产地即信任、品牌即溢价”的消费逻辑，为大连海参产业及其他地理标志产品的品牌建设与营销策略优化提供了实证依据。

Abstract: As one of the most representative regional specialty agricultural products in northern China, Dalian sea cucumber has continuously enhanced its brand influence and market recognition. This study takes Dalian sea cucumber as an example to explore the impact mechanism of regional specialty agricultural products on consumers’ purchase behavior, focusing on the pathways through which three dimensions—quality perception, brand cognition, and price perception—affect consumers’ future purchase intention. Based on 237 valid samples collected through an online questionnaire survey, empirical tests were conducted using reliability and validity analysis, descriptive statistical analysis, and multiple linear regression. The findings reveal the consumption logic of regional specialty agricultural products: “origin equals trust, brand equals premium.” This study provides empirical evidence for brand building and marketing strategy optimization of Dalian sea cucumber industry and other geographical indication products.