| With the rapid development of China’s economy and the upgrading of the people’s consumption demand,Seafood is gradually becoming a hot product of healthy diet.Consumer demand for seafood has changed from heavy price and quantity to heavy quality and brand demand.Brand management,brand marketing started late,how to use the brand image to improve consumer purchase willingness and purchase behavior lack of systematic theoretical support.This paper explores the impact of seafood brand image on consumer buying behavior,which can provide some reference for brand marketing and brand management.This article is divided into the following sections:Introduction and theoretical basis.Including the research background,research significance,research methods,innovation,etc.;explaining the relevant concepts and theoretical basis of brand image and consumer purchasing behavior;expounding the existing foundation of the brand image model,its advantages and disadvantages,and laying the theoretical foundation for this paper;Analysis section.Based on the Bell model basis,this article selects factors such as corporate image,user image,product or service image,and consumer background variables in the seafood brand image,constructs a research model and proposes hypotheses,and explores the above four elements to consumers’ seafood purchases.Behavioral effects;SPSS25.0 statistical software was used to design a measurement scale using a Likert 5-grade scale survey.Reliability,validity,confirmatory factors,exploratory factors,regression analysis,etc.were performed on the scale data to arrive at the consumption.Consumer satisfaction =0.416*Product or service image+0.295*User image+0.153*Corporateimage.Onlyacademic qualifications have a significant positive effect on purchase behavior among consumer background variables,other background variables have no significant effect;suggestions and conclusions section.In order to increase consumers’ willingness to purchase seafood products and guide their purchase behaviors,strengthen the promotion and guidance of the concept of healthy consumption of seafood products;strengthen the supervision and guidance of product quality;intensify scientific and technological innovation;actively participate in social welfare undertakings and improve enterprises Positive image;Improve corporate service standards,create a modern fashion corporate image;Use big data tools to expand consumer consumption purposes;Establish a high-quality image,attach importance to product packaging,etc.This is the foundation and core of the company’s future long-term brand strategy,which is worthy of our Businesses think and practice. |
