Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23–25, 2024, Kuala Lumpur, Malaysia

Research Article

Research on the Influence of Regional Brand Image of Agricultural Products in Jinan on Consumer Purchase Intentions

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  • @INPROCEEDINGS{10.4108/eai.23-2-2024.2345936,
        author={Na  Wang and Hui  Wang and Ying  Ji and Weina  Xu},
        title={Research on the Influence of Regional Brand Image of Agricultural Products in Jinan on Consumer Purchase Intentions},
        proceedings={Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23--25, 2024, Kuala Lumpur, Malaysia},
        publisher={EAI},
        proceedings_a={IEDM},
        year={2024},
        month={5},
        keywords={regional brand image; jinan agricultural product; consumer purchase intention},
        doi={10.4108/eai.23-2-2024.2345936}
    }
    
  • Na Wang
    Hui Wang
    Ying Ji
    Weina Xu
    Year: 2024
    Research on the Influence of Regional Brand Image of Agricultural Products in Jinan on Consumer Purchase Intentions
    IEDM
    EAI
    DOI: 10.4108/eai.23-2-2024.2345936
Na Wang1, Hui Wang1, Ying Ji2, Weina Xu1,*
  • 1: Shandong Agriculture and Engineering University
  • 2: Shanghai International Studies University
*Contact email: xuweina@sdaeu.edu.cn

Abstract

This research explores the impact of Jinan agricultural product regional brand image on consumer purchase intentions, emphasizing the mediating role of perceived value. Against the backdrop of globalized markets, regional brand image has become a crucial factor in consumer decision-making. Drawing insights from the "2020 China Regional Agricultural Brand Development Report," which highlights a substantial rise in registered trademarks for agricultural products, the study focuses on Jinan's agricultural sector. The comprehensive framework begins with an introduction elucidating the research's background, significance, objectives, and questions. Employing a questionnaire survey, the methodology targets consumers who have purchased Jinan agricultural products both in physical stores and online platforms, encompassing primary and subsidiary products. It discerns consumers who have purchased the same agricultural product both offline and online.