Study On The Influencing Factors Of Origin Effect Of Yantai Cherry In E-commerce Environment

As a special product of Yantai City,Shandong Province,which is known as the "first branch of northern spring fruit",Yantai cherry is famous throughout the country,and those who have tasted it are undoubtedly not impressed by its taste and texture,the appearance is bright color,smooth and round,crystal clear,sweet and delicious.Yantai cherry is also a national geographical indication product of China,and was ranked 31 st in the "2015 China Agricultural Products Regional Public Brand Value Assessment".With the rapid growth of China’s national economy,modern agriculture has developed by leaps and bounds.The rapid development of the social economy and the Internet has improved people’s living standards,not only changed the consumption concept when shopping,but also changed the consumption habits of consumers.In addition,the state’s investment in transportation infrastructure makes it possible for consumers to buy products that originate far from them.In this context,how to seize the opportunity from the fast-growing agricultural product consumer market and build your own regional public brand has become a topic that farmers,agricultural enterprises,and even government agencies need to pay attention to.This paper summarizes and sorts out the existing relevant literature,systematically sorts out the various influencing factors affecting the origin effect,and takes the consumer purchase decision theory,perceived value theory and differentiated competition theory as the theoretical basis of this paper,constructs the research model of this paper,and formulates research variables and research hypotheses according to the actual situation of Yantai big cherry of the main research object.The questionnaire adopts the Likert seven-level scale,takes the national consumer as the measurement object,conducts the questionnaire survey through a combination of online and offline,and finally collects 502 valid questionnaires,conducts descriptive statistical analysis of the questionnaire data,explains the personal characteristics of consumers,and analyzes the reliability and validity of the data,factor analysis and correlation analysis.Then,the linear regression model is applied to analyze the influencing factors of the origin effect affecting Yantai cherry,and the results are obtained by using SPSS data processing software: first,the origin image,product factors and e-commerce platform image positively affect the origin effect.Second,among the personal factors of consumers: gender,advertising will have a significant positive impact on the origin effect,and age will have a significant negative impact on the origin effect.However,the level of education,the current occupation,and the annual income do not affect the origin effect.Based on the above research results,this paper puts forward relevant countermeasures and suggestions from three aspects: First,to improve the image of the place of origin,we should strengthen the environmental protection of the origin of agricultural products,improve the image of agricultural products in Yantai,and expand the publicity of regional characteristics of agricultural products.Second,product factors should be hinted at the introduction of CI strategy,the formation of regional brands to enhance the competitiveness of the place of origin,and the establishment of local cherry planting bases.Third,e-commerce platforms should improve the authenticity of information on agricultural product e-commerce platforms,improve the service level of agricultural products e-commerce platforms,and improve the publicity advantages of agricultural products e-commerce platforms.