Title: A model of the influence of agricultural customer perceived value

Authors: Donghui Li; Guozheng Zhang; Fang Wang; Li Peng; Yongdong Shi

Addresses: College of Information and Intelligence, Hunau Agricultural University, Changsha, 410128, China ' Business School, Hunan Agricultural University, Changsha, 410128, China ' Business School, Hunan Agricultural University, Changsha, 410128, China ' Business School, Hunan Agricultural University, Changsha, 410128, China ' Macau University of Science and Technology, Macau, 999078, China

Abstract: The customer perceived value (CPV) of agricultural products may differ dramatically from that of other items due to the superior quality and safety attributes of agricultural products. This research proposes a model of agricultural customer perceived value (ACPV) based on the quality and safety attributes of agricultural goods. The model consists of five dimensions: function value, economic value, result level, safety value, environmentally friendly value, and emotional value. This research uses a questionnaire survey and random sampling to investigate the influence that each of the five dimensions has on purchasing intention. After that, structural equation modelling is utilised in order to conduct an investigation into the relationship that exists between the various dimensions and purchase intent. Following the dimension of safety value as the factor that has the most significant positive influence on the purchase intent is the dimension of functional value, followed by the dimensions of economic value, social value, and emotional value.

Keywords: CPV; consumer perceived value; quality and safety features; ACPV; agricultural consumer perceived value; purchasing intention.

DOI: 10.1504/IJCSM.2024.137842

International Journal of Computing Science and Mathematics, 2024 Vol.19 No.3, pp.232 - 243

Received: 26 Jul 2023
Accepted: 01 Nov 2023
Published online: 05 Apr 2024 *

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