The Research On The Influence Of Regional Brand Image Of Agricultural Products On Consumers’ Purchase Intention

In recent years,as the market environment of agricultural products has changed,people’s consumption concept and pursuit of life quality have also changed,and the selection of agricultural products has taken into account the requirements of green,health and safety.In addition,factors such as the regional and origin characteristics of agricultural products will have an impact on consumers’ purchase intention.At present,most domestic and foreign scholars carry out research on regional brand building of agricultural products from the perspective of government and enterprises,but the current research only stays in the stage of policy suggestions and theoretical research.In view of this,in order to maintain the competitive advantage of the regional brand of agricultural products,from the perspective of consumers as the entry point,we pay more attention to the individual perception of consumers,focus on the field of regional brand of agricultural products,and study the mechanism of its brand image on consumers’ purchase intention.This paper reviews the relevant research on regional brand and regional brand image of agricultural products,and divides the regional brand image of agricultural products into four dimensions,namely,regionality,ecology,affordability and sociality.Based on the stimulus-body-response theory,combined with the theory of origin effect and the theory of consumers’ purchasing decision-making process,this paper constructs a research model of the impact of regional brand image of agricultural products on consumers’ purchasing intention and puts forward hypotheses.Combined with the questionnaire survey method and quantitative research method,this study collected 408 valid questionnaires,and conducted empirical analysis through SPSS26.0 and AMOS26.0 data software.The statistical results support all hypotheses:(1)Regionality,ecology,affordability and sociality all positively affect consumers’ purchase intention;(2)Perceived value plays a mediating role in the influence of regionality,ecology,benefits and sociality on consumers’ purchase intention;(3)Perceived value positively affects consumers’ purchase intention;(4)Product knowledge plays a moderating role in the impact of regional brand image on perceived value.From the perspective of consumers,this study explores the mechanism of the regional brand image of agricultural products on consumers’ purchase intention,which provides a new perspective for the regional brand construction of agricultural products,and puts forward suggestions for the regional brand construction of agricultural products for the local government and agricultural products enterprises,so as to shape and optimize the regional brand image of agricultural products,increase sales and enhance competitiveness.