《Table 1 MEC codes for Hongyue Garden Maker》

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《MEC Based Study of Brand Building of Hongyue Garden Maker》

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Note:The numbers in parentheses indicate the number of times of element units mentioned by the respondent.

In this study，we calculated the number of times of direct and indirect links between attributes，consequences，and values in the coding table，to build the corresponding implication matrix table.Through the implication matrix table，we can know the consumer's cognition of the attributes of Hongyue Garden Maker products，and gain an in-depth understanding of their consumption consequences and value perception.The implication matrix for value chain of Hongyue Garden Maker consumption is shown in Table 2.From Table 2，it can be seen that the number of times of link（18∶11）between attributes and consequences is highest in the link of\""Brand（A7）-Being relieved（C5）\"".Specifically，the number of times of direct links is 18 and the number of times of indirect links is 11.According to this data，the relieved psychological feeling given by\""brand\""attribute of good brand，high level，professionalism of Hongyue Garden Maker to consumers is the a preliminary key path for them to form consumption perception.The link between consequences and values\""Sense of comfort（C3）-Fun and enjoyment（V1）\""has the highest number of times of link（26∶20）.Specifically，the number of times of direct links is 26 and the number of times of indirect links is 20.According to this data，through using Hongyue Garden Maker products，consumers can obtain the\""sense of comfort\""consumption consequence，and further obtain the ultimate value perception of\""fun and enjoyment\"".