A Study On Purchase Intention Of Ginseng Products Based On Theory Of Planned Behavior

Ginseng is the king of herbs and is one of the famous three treasures in the Northeast.China is the birthplace of ginseng and has a large output.Jilin Province is the main ginseng production area of China.Its output accounts for 80% of China's,and accounts for 70% of the world.However,compared with South Korea,it is a country which has low output value of ginseng,and its output value is less than 4%,which is far behind South Korea.In addition,now strict control over forest land resources has been implemented in China,and the area of forests which is used to plant ginseng has been restricted,and the reserved area of ginseng s has decreased year by year.Undoubtedly,they all bring a great challenge to the development of the ginseng industry.To promote the optimization and upgrading of ginseng industry,based on the theory of planned behavior,this study research 212 consumers in Jilin province.At the same time,combining with the relevant characteristics of demography,after the the reliability and validity test of questionnaire,making good use of many methods such as regression equation analysis,investigates the consumers' purchase intention toward ginseng products in Jilin province and explore the influence factors of purchase intention.Finally,through the analysis,we make a conclusion that behavioral attitude,subjective norm,perceived behavioral control,Chinese traditional culture and purchase intentions individually has obvious positive correlation.Age and the average monthly income of family influence purchase intentions.The purchase intention of younger than 18-year-old group and older than 60-year-old people group is significantly different from the other age groups.The average household income monthly has a significant impact on the purchase intention of “less than 1,000 yuan”.Different districts do not have a significant effect on purchase intentions.Based on this,there is some relevant advice for enterprises and governments respectively.For enterprises,emotional marketing strategies can be adopted in marketing strategies.As for target market,old people can be used as the main target market,at the same time,digging the market demands of young and middle-aged people is also requisite.In terms of the product category,take diversified and personalized product design,and enrich product categories.For the government,it requires the supervision,assistance,support and protection from all relevant departments.