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This paper summarizes both domestic and foreign research theories centered around consumers' relationships to brand recognition and consumption patterns, and focuses on the results of a field survey conducted among a group of consumers in Yanbian. With the use of a variety of theories, including consumer brand equity theory, we present different research hypotheses which give insight into the different factors which affect the Yanbian Cattle's brand recognition in different regional contexts. Through empirical analysis, we measured the strength of the model which linked Yanbian Yellow Cattle's regional brand recognition with consumers' purchasing intentions. Based on the results of the study, we were able to fully analyze the future directions of the product's brand recognition, basing this analysis on a deep understanding of the regional and industrial environment of the Yanbian. With these results, we bring forward suggestions for the management of the Yanbian Yellow Cattle's regional branding strategy, and offer insights into new future research directions that would more fully support unique and effective corporate branding strategies.

This paper is based on field survey data and applies it to the logistic model to analyze consumers' online shopping intention to buy fresh produce. According to the total effect of online shopping intention, it was revealed that consumers' age, educational level, and monthly household income significantly influence willingness to buy fresh produce online. The product quality, price and brand name were the main factors affecting consumers' willingness to buy fresh produce online. The customer service quality, payment security, and logistics quality significantly also affected consumers' willingness to buy fresh produce online. In conclusion, it is important for vitalizing online sales of fresh produce to ensure the quality, use well-known brand name, and improve logistics service and e-commerce platforms.