An Empirical Study On The Influence Of Anxi Tieguanyin Regional Brand Cognition On Consumers’ Purchase Intention

In 2022,The State Council issued the "14th Five-Year Plan for Promoting Agricultural and Rural Modernization" clearly pointed out that to strengthen the construction of advantageous areas of featured agricultural products,strengthen brand building and product marketing;We will promote the improvement of varieties,quality and brand building,and carry out a campaign to improve agricultural production with "three products and one standard".Fujian Province is the object of the policy of expanding tea advantages in the promotion of "three products and one standard".Anxi Tieguanyin discussed in this paper is a famous regional brand of agricultural products in Fujian Province.In the construction of Anxi Tieguanyin regional brand,it is a key measure for the government and enterprises to implement brand strategy and improve consumers’ brand cognition to win tea market competition and seize market share.In this context,exploring the influence of regional brand cognition of Anxi Tieguanyin on consumers’ purchase intention can not only enrich relevant theoretical studies,but also respond to the brand building of national high-quality characteristic agricultural products and provide theoretical basis for the regional brand building practice of Anxi Tieguanyin.This paper firstly summarizes the domestic and foreign researches on brand cognition,consumer perception and consumer purchase intention,and summarizes the status quo and existing problems of Anxi Tieguanyin’s industry and brand building.Based on the results of previous studies,a hypothesis was proposed and a model of the influence of Anxi Tieguanyin brand cognition on consumers’ purchase intention was constructed,which took brand awareness,brand image and brand pricing as independent variables,perceived value and perceived trust as intermediary variables,and purchase intention as dependent variables.SPSS27.0 and PROCESS plug-in were used to analyze the reliability and validity of the questionnaire.Through correlation analysis,regression analysis,and mediation effect verification analysis,the conclusion was drawn: Brand awareness,brand image and brand pricing have positive promoting effects on consumers’ purchase intention.Perceived value and perceived trust play mediating roles respectively in the influence of brand awareness on consumers’ purchase intention in Anxi Tieguanyin District.Based on the above research conclusions and combined with the status quo and existing problems of regional brand construction in Anxi Tieguanyin,the following suggestions are put forward for the local government and enterprises: to enhance brand awareness and establish brand image;Optimize the price strategy,refine the consumer group;Optimize product competitiveness and enhance user stickiness;Build brand reputation and enhance user trust.