Study On Influencing Factors Of Purchasing Intention Of Consumers Of Geographical Indication A Gricultural Products

With the rapid development of Chinese economic construction,people’s quality of life is constantly improving.More and more consumers have a higher pursuit of food quality,the focus of consumers is gradually transferred to the quality and safety of agricultural products,and the geographical indication agricultural products named by the place of origin is very in line with the contemporary consumer demand for food health,therefore,geographical indication agricultural products in the future market will have a huge potential for development.This paper takes factors influencing consumers’ purchase intention of geographical indication agricultural products as the research object,explores driving factors influencing consumers’ purchase intention from multiple perspectives,correctly guides enterprises to operate effectively,helps the government to formulate policies and regulations on geographical indication agricultural products,guides industry associations to explore their own resources to safeguard the interests of geographical indication,and strengthens enterprise participation and scientific and technological investment of scientific research institutions.It provides important theoretical and practical significance for promoting the development of related industries.The content of this paper is divided into six parts.The first chapter includes the introduction,research background,research significance,main research content,framework and technical route.The second chapter summarizes the basic theories related to the research and the related research reviews at home and abroad.The third chapter is to design the survey method of consumers’ purchase intention of geographical indication agricultural products.Firstly,questionnaire survey is conducted on consumers to understand the actual situation of consumers’ purchase intention of geographical indication agricultural products.Then,a series of open interview questions were designed for consumers of geographical indication agricultural products,leaders of relevant leading enterprises,government departments in charge,industry associations and agricultural research institutes to obtain a large number of original interview data.Finally,information provided by authoritative journals and related news was sorted out and extracted.The fourth chapter analyzes the results of the survey data.Based on the data collected by the questionnaire,the realistic situation of consumers’ purchase intention for geographical indication agricultural products is calculated.Based on the grounded theory,the information provided by open-ended question interviews,authoritative journals and relevant news is organized and analyzed.Through open coding,spindle coding and selective coding,the original data were summarized,refined and abstracted,and the model of "factors influencing consumers’ purchase intention of geographical indication agricultural products" was constructed.The fifth chapter expounds the influencing factors model of consumers’ purchase intention of geographical indication agricultural products,describes the specific influencing factors and their internal relations,and summarizes the formation mechanism chart of "consumers’ purchase intention of geographical indication agricultural products".Based on the above research and analysis,the sixth chapter puts forward suggestions and countermeasures from four perspectives:government,enterprise,industry association and research institute.Main conclusions: Consumer attitude,consumer perception,market environment and consumer cognition are the main factors influencing consumer purchase intention of geographical indication agricultural products.According to the research,consumers obtain information related to geographical indication agricultural products through the behavior of government,enterprises,industry associations and other external subjects,and these external information will generate cognition and perception of geographical indication agricultural products through personal understanding of consumers,which will change consumers’ purchasing attitude towards geographical indication agricultural products.Ultimately,it affects the purchase intention of geographical indication agricultural products.