Study On The Safe Agricultural Product Customer Perceived Value Effects On Purchase Intention

Since the nineteen ninties, customer perceived value has been gradually regarded as new source of the corporate competitive advantage and enterprise sustainable growth engine, its research has become the focus of marketing scholars and business managers. As China’s economic and social development, more and more attention to the safety of agricultural products, therefore, this paper selects safe agricultural products as the research object, to investigate the influence of safe agricultural products of customer perceived value on consumer purchase intention. This paper is an empirical study on formation mechanism of agricultural products quality and safety of customer perceived value perspective based on the2012National Social Science Fund Project "Youth"(number:12CGL046) stage research results.This paper reviews based on domestic and international food safety and customer perceived value related theory, combined with the analysis of the factors influencing the characteristics and customer perceived value of safe agri-food safety agricultural products, put forward the customer perceived value has five dimensions: security value, functional value, emotional value, social value and economic value, and to establish the relationship model between the safe agricultural product consumer safety value, functional value, emotional value, social value, economic value and purchase intention, then using questionnaire and the SPSS17.0statistics software to carry on the empirical research on the relation model. The conclusions of this study are: the three dimensions of customer perceived value dimension of safe agricultural products in the functional value, social value and economic value is significantly influence consumer’s purchase intention, while the safety value and emotional value on purchase intention is not significant positive effect. Finally, combining the empirical analysis and the existing research results, proposes the strategy to enhance customer perceived value of safe agricultural products.The structure of the thesis is divided into six chapters, the first chapter is the introduction. Introduction to the background, purpose and significance of this study, review and evaluation of relevant research at home and abroad, and introduces the research idea and contents and research innovation. The second chapter mainly summarizes the relevant theoretical basis. A review of the current domestic and foreign about the safety of agricultural products and customer perceived value theory. The third chapter is the research model and research hypothesis. This chapter puts forward five value dimensions of existence of safe agricultural products in the customer perceived value, and constructs a model of safe agricultural products on customer perceived value. The fourth chapter is the empirical analysis and hypothesis testing. According to the survey results, the effective questionnaire SPSS statistical methods on the recovery of the descriptive analysis, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis. The fifth chapter is the safe agricultural products customer perceived value promotion strategy. According to the results of analysis, put forward strategies to improve the safety of agricultural products of customer perceived value, the sixth chapter has made the summary to the full text, and points out the limitations of the study and future research directions.