Research On The Influencing Factors Of Regional Public Brand Loyalty Of Online Agricultural Products

Regional public brands of agricultural products stand out in the agricultural product market with their regional quality reputation and profound historical and cultural accumulation,and play a very important role in promoting regional economic development and Rural Revitalization.If the regional public brand of agricultural products wants to achieve long-term development,attracting consumer consumption,cultivating and maintaining consumer brand loyalty are important goals of enterprises.From the perspective of consumers,this paper explores the factors affecting consumers’ regional public brand loyalty of agricultural products,which is particularly important to improve consumers’ brand loyalty and promote the development of regional public brand of agricultural products in China.This paper takes the influencing factors of regional public brand loyalty of online agricultural products as the research theme,and takes consumers as the research perspective.Firstly,it combs the relevant literature of regional public brand,brand loyalty,perceived value and brand trust of agricultural products.Secondly,the grounded theory research method is used to extract the influencing factors of public brand loyalty of online agricultural products.The main steps are as follows: first,30 consumers who meet the requirements of this experiment are selected for in-depth interviews to obtain the data needed for the research;Second,use the octopus collector to collect online comment information on the Jingdong e-commerce platform as supplementary research data;Third,use the grounded theory to encode and extract the information level by level,and extract eight main categories:agricultural product quality,website service quality,regional association,brand cognition,advertising,perceived value,brand trust and brand loyalty.Thirdly,under the guidance of SOR theory,the research model of this paper is constructed,and corresponding research hypotheses are put forward..Finally,the questionnaire was designed and determined,and Dandong 99 strawberry was selected as the research brand for the distribution and recovery of the questionnaire.The structural equation model method and bootstrap method are used to test the research model and research hypothesis.The main conclusions are as follows:(1)agricultural product quality,website service quality,regional association and brand cognition all have a positive impact on perceived value and brand trust.Advertising only has a positive impact on perceived value,but has no significant impact on brand trust.(2)Perceived value and brand trust can promote consumer brand loyalty.(3)Perceived value plays an intermediary role in the relationship between agricultural product quality,website service quality,regional association,brand cognition,advertising and brand loyalty;Brand trust plays an intermediary role in the relationship between agricultural product quality,website service quality,regional association,brand cognition and brand loyalty,and has no intermediary role in the relationship between advertising and brand loyalty.The research conclusion can provide theoretical reference and practical guidance for the relevant subjects of regional public brands of agricultural products to improve consumers’ perceived value and brand trust and maintain consumers’ brand loyalty.