English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Plus monthly

Global: Zendy Tools annual

Global: Zendy Tools monthly

Global: Zendy Free Plan

In order to investigate the influence mechanism of perceived risk on consumers’ willingness to pay, this paper, based on the theoretical background of perceived risk, brand trust and willingness to pay, takes green agricultural products as research object, divides perceived risk into six dimensions, and brand trust is divided into two dimensions. This paper tries to verify the mechanism of the different dimensions of perceived risk to the consumers ' willingness to pay under the intermediary action of brand trust. The empirical results show that there are significant negative effects on brand reliability in addition to functional risk. In addition to functional risk and financial risk, there is a significant negative impact on brand intention. Brand reliability and brand intent are significantly affecting consumers ' willingness to pay.

The Influence Mechanism and Research of Perceived Risk on Willingness to Pay for Green Agricultural Products