A Study On Influencing Factors Of The Purchase Intention Of Lycium Barbarum Of Zhongning

Industrial prosperity is the primary task of rural revitalization.Among the nine key industries identified by the Ningxia Hui Autonomous Region,the wolfberry industry ranks first.The cultivation of wolfberry in the region originated in Zhongning County,and the planting area in the county accounts for more than one-third of the region.It is the core area for promoting the high-quality development of the wolfberry industry in Ningxia.Benefiting from the county’s unique resource endowment and complete planting and processing system,wolfberry has become an advantageous characteristic industry in Zhongning County,and is currently one of the leading industries in the economy of Zhongning County.Academic research on the wolfberry industry in Zhongning focuses on supply-side issues such as how to exert government functions,transform corporate marketing strategies and promote small farmers to participate in the integration of the three industries.The prosperity of the industry must be based on market orientation.Studying consumers’ purchase intention can break through the restrictions faced by the sales side of Zhongning wolfberry,and then promote the high-quality development of the industry.Therefore,this paper takes the purchase intention of Zhongning wolfberry as the research point,and conducts a survey on 790 consumers in the main sales area of wolfberry.According to the Howard-Xie Si model and related research on purchase intention,a binary Logit regression model of the influencing factors of Zhongning Lycium barbarum purchase intention was constructed,and personal characteristics were used as control variables.The influence of the four dimensions of factors on the purchase intention is discussed,and finally the corresponding countermeasures and suggestions are put forward based on the analysis results to provide theoretical support and decision-making reference for the development of the county-level characteristic industry of Zhongning wolfberry.The survey found that 86%of consumers are willing to buy Zhongning wolfberry products,of which wolfberry milk is the most popular wolfberry product.Most consumers will choose to buy wolfberry products on the spot,but 49.62%of the consumers in the region have not seen Zhongning wolfberry sales.According to the empirical analysis results,the following conclusions are drawn:(1)the purchase intention of Zhongning wolfberry is affected by consumers’ cognition;(2)the purchase intention of Zhongning wolfberry is affected by the characteristics of the product;(3)the purchase intention of Zhongning wolfberry is affected by the external objective;(4)The purchase intention of Lycium barbarum in Zhongning is affected by some personal characteristics,among which gender,marital status and occupation type have no significant effect on purchase intention.Based on the above conclusions,this paper puts forward corresponding countermeasures and suggestions from the government and enterprise levels respectively,to promote the development of the wolfberry industry in Zhongning and the changes in consumer demand to resonate at the same frequency,and to enhance the willingness of consumers to purchase,in order to help the high-quality development of the wolfberry industry in Zhongning County.