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《Resource Development & Market》 2017-01
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Analysis on Effect of Promotion on Purchase Intention of Green Agricultural Products

YUAN Feng-bai;LI Yuan-yan;CHEN Kai;School of Economics and Management,Beijing Forestry University;  
Price promotion was one of the most popular methods to open the new product market and encourage consumers to repurchase.There was lots of research on price promotion theory in the academic circles. Whether the price promotion activities could exert impact on the purchase intention of green agricultural products,there was a few relevant research in the current academic circles. In this paper,taking price promotions and giveaways promotion as the research object,analyzed the influence of price promotions and giveaways promotion on brand equity and promotion expectations,further analyzed the price promotion,giveaways promotion,brand equity and promotion expectations influencing on the purchase intention of green agricultural products,construction of the impact of the framework of price promotions and giveaways promotion for green agricultural product purchase intention,and suggestions for the further research and development of the theory was put forward.
【Fund】: 国家社科基金项目“城市居民绿色消费态度行为差异研究”(编号:13CJY090)
【CateGory Index】: F274
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