Abstract: Yantai Giant Cherry was selected, a well-known regional brand of agricultural products, as the object. Based on the survey data of 262 consumers in Shandong province, a binary logistic regression model and SPSS 20.0 soft was used to empirically analyze influence factors of the new media marketing on consumers purchase behavior of Yantai Cherry. The results showed that consumer gender, frequency of new media use, usefulness of new media, interactivity of new media, and credibility of new media had a significant positive effect on consumers purchase behavior of Yantai Giant Cherry; Consumer age, education, income, andusability of the new media had no significant impact on its purchase behavior. Finally, related policy recommendations were put forward to promote the new media marketing to promote regional brands of agricultural products.

Key words: new media marketing, Yantai Giant Cherry, purchase behavior, binary logistic regression model