Research On Influencing Factors Of Brand Loyalty In Nut Products Network

With the rise of the network economy,the global market has become a whole.In the overall market,the competitive advantage has no longer relied on price,quality and service,and has entered the era of brand competition.The brand has become the most favorable weapon for enterprise competition.While the Internet has had an impact on various industries,it has also brought new opportunities for development in China's agriculture.As an important part of agricultural products,nut products are gradually combined with "Internet +" to establish a brand network of nut products.Therefore,it is vital to establish a strong brand of nut product network and cultivate brand loyalty.The paper takes the influencing factors of brand loyalty of nut products as the research topic,studies the influencing factors of brand loyalty of nut products network from the perspective of consumers.Under the guidance of cognitive behavior theory The brand loyalty of the nut product network is divided into cognitive,emotional and behavioral stages.In the cognitive stage,customer value,customer experience,customer identity,customer reviews and consumption propensity are selected as indicators of influencing factors;customer trust and customer satisfaction are selected as indicators of influencing factors in the emotional stage;customer behavior stage is the stage of generating customer loyalty,influencing factors model of brand loyalty in nut product network was constructed.In the main part of the article,the quantitative analysis method was adopted,mainly using questionnaires to design the Likert five-level scale,collecting data and using SPSS software to calculate and process the data.Principal component analysis was used to analyze the main factors affecting the brand loyalty of nut products.The logarithmic regression analysis was used to analyze the main components to understand the influence of each principal component on loyalty.The research results show that the guiding factors of public opinion,the guiding factors of interest,the guiding factors of trust and the guiding factors of emotion are the main influencing factors of brand loyalty of nut products.These influencingfactors have a positive impact on loyalty,that is,with the guidance and interests of public opinion.With the increase of guidance,trust guidance and emotional guidance,the brand loyalty of the nut product network has also increased.The main influencing factors have different effects on loyalty.The influence of trust guiding factors is the deepest,and the other three influencing factors are not much different.Finally,based on the empirical results,this paper analyzes the related problems in the cultivation of brand loyalty of nut products,and puts forward the network of nut products in four aspects: attracting guiding factors,interest guiding factors,trust guiding factors and emotional guiding factors.Brand loyalty is cultivated.