Research on the Impact of the Brand Image of Geographically Iconic Agricultural Products on Consumers’ Purchase Intention: A Case Study of Guangxi Shatangju
คำสำคัญ:
Geographical Signature Agricultural Products, Brand Image, Perceived Value, Purchase Intention, Guangxi Shatangjuบทคัดย่อ
The development of geographically iconic agricultural products is an important path for China to achieve rural revitalization, and agriculture still plays an important role in international competitiveness and regional industrial development. However, with the expansion of Chinese market demand and the increase of import and export, the construction of geographical iconic agricultural products brand image has become a major challenge in the agricultural products market. This paper takes the consumers who have purchased geographical iconic agricultural products as the research object to explore the factors that influence the brand image of geographical iconic agricultural products on consumers' purchase intention. Through questionnaire survey, 423 pieces of data collected were analyzed, and the research results showed that each brand dimension significantly positively affected consumers' purchase intention, and the perceived value had a positive moderating effect between the two, that is, the richer the product image and quality information, the more significant the influence of brand image on the purchase intention. The research results of this paper can not only provide theoretical basis for the government and farmers to optimize the brand image construction of geographically iconic agricultural products, but also help consumers to correctly identify and purchase geographically iconic agricultural products.
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