Research Towards Influence Of External Cues On Perceived Quality Of Green Food

Nowadays,consumers are overloaded by a great volume of commercial information and various market supplies.Consumers can hardly know the actual product quality due to the information overload and asymmetry.Under this circumstance,they tend to use external cues to infer the subjective quality.especially the green food quality attributes is complex,green food can not identify from the appearance,color.Therefore,consumers tend to use a variety of external cues to infer the quality of green food.,including the brand,price,certification logo and other clues.At present,domestic studies on the perceived quality of green food basing on external cues are few,especially the studies on green food are relatively few,and most of them focus on the single external cues to study the perceived quality.Therefore,it is necessary to take green food as the research object to explore the influence of external clues on perceived quality.Based on the analysis of the present situation of green food perceived quality research at home and abroad,according to the theory of consumer behavior,the theory of information asymmetry theory and clues theory,The paper analyzes the effect of external cues to green food perceived quality and introduce the product knowledge of consumers as a moderator variable,A questionnaire survey was conducted,eventually 316 valid samples were obtained.Then the study model and hypothesis were analyzed by empirical test with the help of SPSS 22.0,The empirical results are as follows:the first,external tangible clues including brand image and certification logo all have significant positive influence on perceived quality of green food;The second,external intangible clues including store image and product signatureness all have significant positive influence on perceived quality of green food;Thirdly,in the hypothesis of product knowledge moderation,three pass the test,Consumers know less about the product knowledge of green food,the brand image will have stronger the effect on perceived quality of green food,what's more,product signatureness will have stronger the effect on perceived quality of green food.one of hypothesis failed,Product knowledge can not moderate the relationship between certification logo and perceived quality of green food.Through theoretical analysis and empirical test,the paper expanded the green food external cues influence on perceived quality,According to the data analysis results,we put forward the countermeasures about effective use of green food external cues,finally,enhancing consumer product knowledge propaganda,promoting green food brand building,ensuring the standardization of the certification mark,shaping a good store image,and strengthening product with retailers association can be helpful for enterprise.