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