Study On Influencing Factors Of Purchasingintention Of Regional Public Brand Agricultural Products In Fujian Province From The Perspective Of Consumer Cognition

Regional public brand building and development is an effective measure to boost our agricultural high quality development.With the continuous improvement of people’s living standards,consumers pay more and more attention to the quality and safety of agricultural products.The development of regional public brand agricultural products can not only promote the transformation and upgrading of agricultural industry structure,promote the structural reform of agricultural supply side,realize the high-quality development of agriculture,but also meet the increasingly diversified and personalized consumption needs of consumers.Enhance consumers’ awareness of agricultural products and purchase intention,and promote the development of people’s livelihood.Therefore,it is of great theoretical and practical significance to study the factors influencing the purchase intention of regional public brand agricultural products from the perspective of consumer cognition,and further stimulate the market of regional public brand products,promote brand development and strengthen the construction of agricultural brands from the perspective of consumers.From the perspective of consumers,this paper takes the consumer groups of regional public brand agricultural products in Fujian province as the main research object,conducts a random questionnaire survey on consumers,and investigates the influencing factors of consumers’ cognition and purchase intention of regional public brand agricultural products in Fujian Province.First of all,related concepts are defined and literature review is carried out.Based on consumer cognition theory and consumer preference theory,combined with previous research results,factors affecting consumers’ purchase intention are summarized,and the mechanism of their influence on purchase intention is analyzed.Secondly,the survey was carried out by combining online questionnaire distribution and field offline questionnaire survey.The questionnaire of this study was formed by referring to the more mature scale of previous studies.The data of 726 valid questionnaires were analyzed by means of SPSS26.0analysis software,and the results of sample questionnaire data were further described.The questionnaire understands consumers’ general cognition of regional public brand in Fujian Province from seven aspects,and finds that most consumers are willing to buy regional public brand agricultural products,and think that it is more convenient to buy regional public brand agricultural products because of their high safety and higher price compared with similar products.Factor analysis and binary Logistic regression model were used to analyze the influencing factors of consumers’ purchase intention of regional public brand agricultural products in Fujian Province.The results showed that consumer cognition,consumer monthly income,product quality,product marketing preference and product characteristics had significant positive effects on consumers’ purchase intention.For regional public brand agricultural products in Fujian Province,the higher the cognition of consumers,the higher the purchase intention;Among the factors of consumer preference,the taste,quality and nutritional value of agricultural products are the core factors that affect consumers’ purchase intention.Therefore,based on the analysis of empirical results,the following policy suggestions are put forward: focus on varieties cultivation,adhere to high quality development and change the sales mode;Broaden business channels and change sales methods;Strengthen brand promotion,improve consumer awareness;Improve the sales staff’s business level;Promote the construction of agricultural products storage and cold chain logistics system;We will strictly control product quality and improve the market supervision system.