Research Article
The Influence of Agricultural Service Guarantee on Consumers’ Willingness to Pay Premium Prices: The Mediating Effect of Brand Trust
@INPROCEEDINGS{10.4108/eai.2-12-2022.2328065, author={Weiyun Chen and Bing Liu}, title={The Influence of Agricultural Service Guarantee on Consumers’ Willingness to Pay Premium Prices: The Mediating Effect of Brand Trust}, proceedings={Proceedings of the 2nd International Conference on Information, Control and Automation, ICICA 2022, December 2-4, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={ICICA}, year={2023}, month={3}, keywords={brand trust; willingness to pay premium prices; service guarantee}, doi={10.4108/eai.2-12-2022.2328065} }- Weiyun Chen
Bing Liu
Year: 2023
The Influence of Agricultural Service Guarantee on Consumers’ Willingness to Pay Premium Prices: The Mediating Effect of Brand Trust
ICICA
EAI
DOI: 10.4108/eai.2-12-2022.2328065
Abstract
There are differences in consumers’ continuous trust in and the repurchase of a product after they’ve trusted, purchased and used. Enterprises can carry out market segmentation of consumers and product brands based on the brands of agricultural products and consumers’ willingness to purchase, thus designing different guarantee accordingly. This paper gives a study on the influence of agricultural service guarantee on consumers’ willingness to pay premium prices. Furthermore, proceeding from the mediating mechanism of consumers’ willingness to buy, the mechanism of the influence of agricultural service guarantee on consumers’ willingness to pay premium prices is also studied. The result shows that brand reliability and brand intention play a mediating role in the influence of service guarantee on consumers’ willingness to pay premium prices.
