The Research On The Consumer Repeated Purchases Intentions Of Regional Agri-Product Brand Based On Brand Trust

Regional agri-product brand,as a kind of agricultural brand, are named in the form of "region name+product name", such as Xinyang Tippy, Beijing Roast Duck, etc. Regional agri-product brand has an important impact on the developmentof relevant subjects within the region, it also plays an important role in promoting regional economic development,therefore regional agri-product brand has become a research hospot in recent years.For the enterprises which produce regional agri-product brand products,how to attract and retain customers become very important for enterprise’s survival and development,and a reliable psychological scale for measuring customer loyalty is repeat purchase intention of customers.There are many antecedents which affect customer’s repeat purchase intentions,and brand trust is a very important antecedents.So this paper research customer’s repeat purchase intentions from brand trust,hoping to promote the development of regional brand theoretical research and provide some reference for the enterprise to make marketing strategy.After reading a lot of literature about agri-product brand products,brand trust and repeat purchase intentions,this paper use empirical research methods to explore the factors which affect regional brand and the path through which these factors affect repeat purchase intentions. Through returned questionnaires,we use SPSS17.0statistical analysis software to do descriptive statistics,eliability analysis,onstruct validity analysis,ath analysis and the test of mediating effect,and finally we obtained the main conclusions as follows:(1) Customer satisfaction,brand reputation,certification mark and regional association all have a significant positive effect on the regional brand trust,which customer satisfaction has the greatest impact,followed by regional association,and finally brand reputation.Perceived quality has no significant positive impact on brand trust.(2)Customer satisfaction,brand reputation,regional association and brand trust all have a significant positive effect on the repeated purchases intentions,which customer satisfaction has the greatest impact,followed by brand trust,regional association and finally brand reputation. Certification mark has no directly positive impact on repeated purchases Intentions.(3)Brand trust has a partially mediated effect on the relationship between the customer satisfaction and repeated purchases intentions,it also has a partially mediated effect on the relationship between the brand reputation and repeated purchases intentions,and the same for the regional association.(4)Brand trust has a fully mediated effect on the relationship between certification mark and repeated purchases intentions,that is certification mark has a impact on repeated purchases Intentions which are fully through the mediating variable brand trust to achieve.