An Empirical Study On The Mechanism Of The Influence Of Online-sold Agricultural Product Brand Image On Purchase Behavior

As an important economic model under the new normal,e-commerce has been affecting people's production mode and consumption concept.In the environment where the Internet is widely used,China's agricultural e-commerce is developing rapidly,and agricultural products are sold all over the country through the network platform,bringing about a significant increase of farmers's income.However,the phenomenon of backlog of agricultural products repeated,which is still an important problem to be solved urgently.With the help of e-commerce marketing mode,shaping the brand image of agricultural products sold online is an effective way to get through current difficult situation.Firstly,the paper puts forward the research path of "brand image?customer perceived value?purchase behavior" based on the theory of consumer purchase decision-making process,the S-O-R mode,the spreading activation theory and the halo effect theory.Secondly,starting from the typical actual case,the paper collates the theoretical literature of the brand image,the customer perceived value and the consumer purchase behavior,extracts the measurement dimension and studies correlation among the above three,thus constructing the theoretical model and putting forward the corresponding research hypothesis.Then,referring to the maturity scale and combining the characteristics of the brand image of agricultural products and products sold online,the paper designs questionnaire,selects the current popular nut brand as the research object and obtains the data through online distribution.Finally,the data collected by questionnaire is used to make statistically analyzed,and verify the model overall degree of fit and the path coefficient test were combined with structural equation method.The result of data analysis shows that:(1)The brand image of agricultural products sold online has a significant driving effect on customer perceived value.Both product image and corporate image have positive effects on functional value and emotional value.(2)Customer perceived value has a significant driving effect on consumer buying behavior,and both functional value and emotional value have a driving force on purchase behavior.(3)In general,the brand image of agricultural products sold online will promote customer purchase behavior by affecting customer perceived value.