原产地形象、价值感知与消费决策：云南咖啡产业的实证研究

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中图分类号：F269.27 文献标志码：A 文章编号：1004-390X（2026）02-0156-09

Country-of-origin Image， Perceived Valueand Consumer Decision-making： An Empirical Study on the Yunnan Coffee Industry

HONG JianBo，LIUJie，WANGLu （Development Planning Center， Pu'er University，Pu'er 665ooo， China）

Abstract： Yunnan coffee firmly holds the position of"China's coffee core region" with 98% of the country's total planting area and output， yet it is trapped in the industrial dilemma of"leading in scale but lagging in value". To address this issue， based on the S-O-R theory and the“resource-transformation-value” framework， this study used 212 valid questionnaires as samples and employs structural equation modeling （SEM） and Bootstrap test to deconstruct the influence mechanism of the three-dimensional country-of-origin image （ecological-technical-cultural） on purchase intention. The results showed that perceived value played a mediating role between the three-dimensional image and purchase intention： the technical dimension exhibited a complete mediating effect， the ecological and cultural dimensions showed partial mediating efects，and the cultural dimension demonstrated the strongest direct effect.This study constructed a three-dimensional collaborative analysis framework for the country-of-origin image of characteristic agricultural products in border areas. It not only expanded the localized"borderland characteristics"dimension for the country-of-origin image theory but also provided a replicable practical paradigm for the transition of characteristic industries in ethnic regionsfrom"scale dividend"to“brand dividend".

Keywords： Yunnan coffee industry; origin image; perceived value; consumer decision-making

乡村振兴战略纵深推进背景下，民族地区特色产业的价值突围是共同富裕的关键命题。（剩余10708字）