Research on the Influence of Regional Brand Image on Livestock Product Consumer Decision Making——Taking Zhangye Yak Meat as an Example
With the continuous improvement of economic development level in China,the agriculture and animal husbandry industry adheres to the green and high-quality development.Livestock products have gradually become an important part of the people's"food basket".Distinctive regional brand image has also become an important basis for consumers to judge the quality and safety of livestock products.Based on this,this paper analyzed the influence of regional brand image on consumers'willingness to repurchase Zhangye yak meat using 390 micro-survey data,multiple linear regression analysis and mediation effect test.The results showed that the image of place of origin,corporate image and product image significantly affected consumer decision making,the safety value and emotional value played a mediating role in the relationship between regional product image and consumers'repurchase intention.Corresponding countermeasures were proposed accordingly.
regional brand imagelivestock productsconsumer decision makingmultiple linear regressionZhangye yak meat
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