Analysis On The Influence Of Zhongning Medlar Brand Image On Consumers’ Purchase Intention

Deeply promoting agricultural structural adjustment,promoting variety improvement,quality improvement,brand building,and standardized production are key measures to promote sustainable agricultural development.With the continuous improvement of China’s agricultural production level,the output of agricultural products presents a continuous growth trend,and consumer material requirements continue to improve.The quality and safety issues of agricultural products are increasingly attracting attention.At the same time,the COVID-19 epidemic has caused a huge impact on agriculture and impeded the sales of agricultural products.A good brand image of agricultural products can establish a virtuous circle between producers and consumers,broaden sales channels,improve sales revenue,and ensure the quality and safety of agricultural products.In view of this,it is of great significance to study the impact of agricultural product brand image on consumer purchase intention.This article takes the regional agricultural product brand of Zhongning Chinese Wolfberry as the research perspective,and takes the consumers of Zhongning Chinese Wolfberry as the research object to explore the impact of the brand image of Zhongning Chinese Wolfberry on consumers’ purchase intention.Through reading relevant literature,the concept of relevant variables was defined,and an influencing factor model was established for the brand image,perceived value,product knowledge level,and consumer purchase intention of Zhongning Chinese Wolfberry agricultural products.Based on this,corresponding assumptions were made.Drawing on mature questionnaires from scholars at home and abroad,and combining the characteristics of Zhongning Chinese Wolfberry,a questionnaire was prepared on the impact of the brand image of Zhongning Chinese wolfberry agricultural products on consumers’ purchase intention.Taking Zhongning Chinese Wolfberry consumers as the research object,316 valid questionnaires were collected.Using SPSS26.0,a regression model was established to study the impact of Zhongning Chinese Wolfberry agricultural product brand image on consumer purchase intention,and to test the mediating role of perceived value and the regulatory role of product knowledge level.The empirical research results show that:(1)The brand image of Zhongning Chinese Wolfberry agricultural products has a significant positive impact on perceived value and consumer purchase intention.(2)Perceived value can positively affect consumers’ purchase intention;(3)The brand image of agricultural products can not only directly affect consumers’ purchasing intentions,but also indirectly affect consumers’ purchasing intentions through perceived value.(4)Product knowledge level plays a negative regulatory role between agricultural product brand image and perceived value.Based on the results of empirical research and analysis,the following countermeasures and suggestions are proposed:(1)The government and enterprises work together to improve the good Chinese wolfberry market,and attach importance to the cultivation and maintenance of agricultural product brands;(2)Develop promotional measures to meet consumer needs and enhance consumer perceived value;(3)Expand publicity and improve consumers’ product knowledge level;(4)Improve the value transmission mechanism and enhance consumers’ willingness to buy.