乡村振兴背景下广告品牌认知影响消费者购买意向的实证研究

An Empirical Study on the Impact of Advertising Brand Awareness on Consumer Purchase Intention in the Backdrop of Rural Revitalization

区域经济是国民经济的基础,是实现国家战略与奋斗目标的重要支撑。党的二十大报告指出要着力推进“城乡融合”与“促进区域协调发展”。“产业兴旺”不仅是解决乡村问题的前提,也是推动区域经济高质量发展的重要途径,品牌的建立可以有效促进“产业兴旺”。本文从消费者品牌认知视角入手,提出假设,构建广告品牌认知对消费者购买意向影响模型,以乡村产业作为研究对象进行实证分析,通过问卷调查等方法获取数据,对统计结果进行相关性分析与回归分析,验证假设。研究结果表明,品牌知名度、品牌形象、消费者感知质量、消费者感知价值均对消费者购买意向有显著的积极影响,并基于此提出政府引导、品牌建设、品牌质量、品牌宣传、品牌形象等方面建议。

Regional economy is the foundation of the national economy and a key support for achieving national strategic goals.The report of the 20th National Congress of the CPC emphasizes the need to promote“urban-rural integration”and“regional coordinated development.”“Vibrant prosperity”is not only the premise for solving rural issues,but also an important way to promote high-quality development of the regional economy.The establishment of brands can effectively promote industrial prosperity.Starting from the perspective of consumer brand awareness,this paper proposes hypotheses and constructs a model to analyze the impact of advertising brand awareness on consumer purchase intention.The empirical analysis is conducted on different types of rural industries as research objects through methods such as questionnaire surveys,and the data obtained is subjected to correlation analysis and regression analysis to verify the research hypotheses.The results show that brand awareness,brand image,consumer perceived quality,and consumer perceived value all have significant positive effects on consumer purchase intention.Based on this,suggestions are made on government guidance,brand construction,brand quality,brand promotion,and brand images.