The Impact of Brand Effect on Consumer Preference of Imported Agricultural Products Driven by Big Data Mining - The Case of BenJaRong

Based on the Howard-Sheth model and brand equity theory, this study takes Benjarong rice as a case study, and applies big data technologies such as LDA theme model and co-occurrence analysis to analyse the dynamic mechanism of imported agricultural product brands influencing consumption decisions. The study found that: (1) consumers' brand sentiment has a significant positive skewed distribution (71.7% positive evaluation), and the synergistic driving effect of origin marking and cultural symbols is prominent; (2) consumer decision-making focuses on the three dimensions of brand effect, quality assurance and service experience, and the co-occurrence intensity of “brand-quality” reaches 0.68, which verifies the two-way reinforcement path of “information processing-quality perception” in the Howard-Sheth model; (3) the service experience is enhanced by the brand equity theory through the LDA theme model and big data analysis, and analyzes the dynamic mechanism of imported agricultural products brand influence. (3) Service experience reflects the risk buffer function through the 12.8% increase in customer churn rate. Accordingly, a three-dimensional competition model is constructed: geographical indication certification and cultural narrative synergistically strengthen the brand premium, blockchain traceability breaks the quality and trust dilemma, and cold chain logistics and environmentally friendly packaging design constructs a trust safety valve. The research results provide big data decision-making support for breaking through the monopoly of imported brands and realising the transformation of “blue ocean value”.