Research On Purchase Intention And Influencing Factors Of Consumers To The Geographical Indications Products

In recent years, with the happened of a series of security incidents such as theClenbuterol, the Melamine and the Hearts Duck, the purchase intention from theconsumers to the Mishina products and the Geographical Indications (GIs) productsare increasing, Compared with the Mishina products, the protection mechanism andthe product characteristics of the GIs products are more outstanding，so the GIindustry is sure to get larger development in the few years. Therefore, it will havegreat theoretical and practical significance for promoting the development of the GIsto study the purchase intention to the GIs products and its influencing factors from theconsumers in our country.The paper contains six main parts in the structure.The first part introduces the background of the paper, and so the meaning, thepurpose, the method, the innovation.In the second part, the paper firstly reviews the literature from home and abroadabout the theory of consumer behavior and the purchase intention to the GIs productor the similar products; then make a summary about the review, making the researchvalue clear and laying foundation for later study.In the third part, the structure that affects the factors about the purchase intentionto the GIs products is built on the base of the combining theory and its studyconclusions.In the fourth part, the paper describes the data sources and sample characteristicsand gives simple descriptive statistical analysis to survey data. The survey shows thatthat most consumers are more concerned about food safety issues in the market,which does not result in strong preventive mechanism unexpectedly, In addition, Theconsumer cognitive level to the concept of the GIs products remain in the lowerhorizontal line, the majority of the consumers even never heard of the "GIs".Although the consumers feel that the GIs products is good, it does not led to the formation of the purchase intention.In the fifth part, by using the empirical studies of factor analysis and logisticregression analysis to the market research data, the paper analyses the factors of thepurchase intention to the GIs products. The study shows that the main factors thataffect purchasing behavior of the GIs products are the average amily income and theproduct cognition, then is the family structure, consumer’s education, the occupationand the buy atmosphere.Finally, this paper put forward some inspiration that can promote thedevelopment of the GIs product market in the three levels of government, associationsand enterprises. The government should step up publicity efforts to popularize theknowledge of GIs, perfect security mechanism and approval system and guarantee theimplementation of the mechanism smoothly. The association of GIs industry shouldseize the opportunity of development, promote the industrial development of GIs,plan rationally and maintain sustainable development of the GIs industry; Theenterprises should have a long-term strategy，on the basis of maintaining the GIs,seize the opportunity to develop, promote the development of the enterprise andimprove the recognition and the market share of the GIs product. In the last, the paperputs forward the future research related to the geographical indications from thedimensionality of extending the field, narrowing the scope and refining the content.