品牌特性对水稻加工企业消费者忠诚度的影响实证研究

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中图分类号：F323文献标志码：A

文章编号：1673-6737（2026）01-0168-07

Abstract：Consumer loyaltyinriceprocessingenterprisesistheresultofthecombinedeffectsof technological strength andqualityassurance.Toanalyzetheimpactofbrandpersonalityonconsumerloyaltyinriceprocesing enterprises，an empiricalexperimentwas designedtoinvestigateitsinfluence.Basedonthedimensionsandcompositionstructureofbrand personality，proposerelevanthypothesesabout theinfluencerelationship.Selectthreericeprocesingenterprisebrands， namely October Rice Field，Beidahuang，and COFCO Youcai，covering consumers of multiple age groups andregions as themeasurementobjects.Setbrandpersonalitymeasurementvariablesfromfunctionalatributes，quality，consumer emotional needs，culturalvalues，services，andotheraspects.Throughoperationaldatacolection，questionnairesurveys，and statisticalcalculations，obtain brandpersonalitymeasurementresultsdata.Collctpurchasingbehaviordataofconsumer measurement objects，andmeasuretheloyaltyofriceprocessing enterpriseconsumersfromaspectssuchasbehavior， attitudeinteraction，andcrisis.Byusingmultiplelinearregresionanalysis，theconclusionwasdrawnthroughcomparative analysisofbrandpersonalityandconsumerloyaltymeasurementdata：thepathcoeficientsofbrandfunctionalatributes， consumeremotionalneds，culturalvalue，andservicepersonalityonconsumer loyaltyinriceprocessingenterprisesareall positive，with P valuesbelow O.Oland Sig valuesbelow O.Oo5，indicating apositive corelation between the four brand personalitiesandconsumerloyalty，andthehigherthebrandqualitypersonality，thehigherthecorespondingloyaltyof riceprocessing enterpriseconsumers.Thisproves thatthehypothesesproposed inempirical experimentsareallvalid， namely that brand personality has a positive impact on consumer loyalty inrice processing enterprises.

KeyWord： Brand personality;Rice processing;Processing enterprises; Consumer loyalty;Empirical impact

水稻加工企业作为农业产业链的核心环节，承担着稻谷收购、精深加工、副产品开发及市场销售的全链条职能，是推动粮食产业现代化、保障国家粮食安全的重要力量。（剩余6027字）