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| Research on Enterprises’ Participation Intention and Decision-Making Behavior of Manufacturing Place Brand Building from the Perspective of “Standards + Certification” |
| ZHANG Yueyi，YU Lanting，MAO Ting，SONG Mingshun |
| China Jiliang University, Hangzhou, China |
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Abstract Starting with the cultivation of manufacturing place brand from the perspective of “standards+certification”, based on the theoretical analysis framework of the Theory of Planned Behavior, this study discusses the influence of behavioral attitude, subjective norm, perceived behavior control and government support on the intention and behavior of manufacturing enterprises’ participation in building place brands. The empirical results of PLS-SEM indicate that: behavioral attitude, perceived behavioral control and government support have positive effects on participation intention, and participation intention plays an intermediary role in the above variables’ influence on participation behavior, while subjective norms have no significant influence on participation intention and participation behavior.
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Received: 03 July 2019
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