The Influence Of The Image Of Origin On The Purchase Intention Of Its Featured Products

Industrial competitiveness has always been the focus of attention of all countries.Especially in the era of economic globalization,the sustainable competitive advantage brought by industrial competitiveness to the country and enterprises has become an important part of its foothold in the fierce global market.Among them,the agricultural industry,as an important part of the national and regional industrial competitiveness,has also received more and more attention in the agricultural modernization society.However,unlike traditional industries,because agricultural products have certain regional and production characteristics,consumers are inevitably affected by geographical and production characteristics during consumption,especially for regional agricultural products.Therefore,theoretical and theoretical aspects,how the image of the origin affects the mechanism of consumers to purchase characteristic agricultural products is very necessary;in practice,such research also lays the foundation for relevant companies to provide product marketing recommendations.This paper introduces the image of origin into research,takes product knowledge as the adjustment variable,and perceives value as the mediator variable,and explores the influence of the image of origin on consumers' willingness to purchase.The research hypothesis was tested using questionnaires and field trips.The study found that the image of origin has a certain direct impact on the perceived value of consumers.The industrial scale,natural resources and human environment positively affect the emotional value and quality value of consumers.Product knowledge has a certain adjustment effect between the image of origin and the perceived value of consumers.The less knowledgeable the product knowledge of consumers,the more significant the impact of the image of the origin of the product on the perceived value of consumers.Based on the conclusions,this study proposes the construction of the image of the origin of the enterprise,the government,optimizes the image of Yanbian city and the brand image of Yanbian ginseng,increases the sales of ginseng in Yanbian,enhances the brand competitiveness,and promotes the economic development of this industry and region.