The Influence of Image of Origin on Purchase Intention of Regional Brands based on hierarchical regression method

摘要

This paper discusses the influence mechanism and boundary factors of the origin image of regional brand on consumers' purchasing intention. Hierarchical linear regression analysis is a common method to verify the regulatory effect. Taking Fujian tea as an example, this paper uses hierarchical linear regression analysis and spss26.0 to analyze the collected data of 353 questionnaires, and draws the following conclusions: regional brand origin image has a certain impact on consumers' perceived value and purchase intention, and the industrial scale, natural resources and cultural environment have significant positive effects on different degrees. Consumer professionalism, product involvement and consumer group ownership play a moderating role between the origin image and consumer perceived value. The lower the consumers' professionalism, the lower the product involvement, and the consumers belong to the inner group, the more significant the impact of regional brand's origin image on consumer's perceived value.