A Study on The Influencing Factors of Consumers' Purchasing Behavior of Geographical Indication "Shanxi Mature Vinegar" Under The Brand Recognition Perspective

Abstract

China has its unique and rich food culture tradition. Today, consumers have a higher value demand for groceries. The brand represents the high quality and characteristics of the product, and Shanxi Mature Vinegar is a geographical indication product of Shanxi Province. This study used structural equation modeling to construct the relationship between the brand cognition of “Shanxi Mature Vinegar” and consumers' purchase behavior. From the five dimensions of product value, service value, image value, social value and consumer purchasing behavior. The final results were obtained by posting questionnaires online, using SPSS and AMOS software to analyze data and test hypotheses.

Conclusions: Image value has the greatest positive impact on consumer purchasing behavior, followed by product value and social value, and service value has the least impact. This indicates that more attention should be paid to innovation and service value enhancement in market development.