Author(s)

Yue Li, Xiaoqin Zhu, Yi Fang

Corresponding Author

Yue Li

Abstract

Based on the competition and challenges faced by the food industry and the critical period of the transformation from the production and processing industry to the service industry, this paper explores the new connotation of product clues and the relationship between product clues, brand identity and consumers’ purchase intention under the new economic background with the background of some food production enterprises expanding their market to colleges and universities and setting up demonstration sites, combining theoretical derivation and field investigation. The results show that all dimensions of product cues have a positive impact on consumers’ purchase intention, and brand identity plays a part of the intermediary role between product cues and consumers’ purchase intention. On the one hand, the conclusion of this paper further promotes the research of product clue theory, on the other hand, it provides theoretical support for the transformation of production-oriented enterprises to the service industry and the development of the campus market.

Keywords

Campus food industry, Product clue, Brand identity, Purchase intention