Research On Influencing Factors Of Consumers’ Purchasing Intention For Gi Agricultural Products Of Jilin Province

With the improvement and attention of China’s legal system for geographical indication products,the development of geographical indication agricultural products is developing in a direction of regulating safety.At the same time,consumers are paying more and more attention to the safety of agricultural products,and the production and certification of geographical indication agricultural products meet the purchase needs of consumers.Therefore,it is of great significance to explore the influencing factors of consumers’ purchase of GI agricultural products,and determine the focus of future development of GI agricultural products and consumers’ better purchase of GI agricultural products according to the influencing factors and the degree of importance.From the perspective of consumers,this paper explores the factors influencing consumers’ purchase intention of geographical indications of agricultural products in Jilin Province and whether consumers’ cognition plays a mediating role in regulating consumers’ purchase intentions.Finally,according to the conclusion,it is of great significance to provide theoretical support and practical guidance for the future development of geographical indication agricultural products in Jilin Province.This paper first sorts out the relevant concepts and theoretical foundations of GI agricultural products,and then analyzes the influencing factors influencing consumers’ purchase of GI agricultural products in Jilin Province and whether consumer cognition has a mediating moderating effect based on the development status of GI agricultural products in Jilin Province.Among them,the factors affecting consumers’ purchase intention are divided into internal factors and external factors,and the internal factors are consumer personality,consumer needs and motivations,consumer needs,and consumer cognition;External factors include natural factors,history and culture,brand building,product quality.In consumer cognition,consumer cognition is used as an intermediary,and whether the cognitive role of consumers affects consumers’ purchase intention is analyzed to play a mediating role.According to the above model construction,set up questionnaire-related questions,distribute questionnaires to consumers in a combination of online and offline methods,recover 370 survey documents,and finally analyze the questionnaire data to obtain the following results: consumer cognition,consumer demand and motivation,consumer perception,history and culture,product quality,and brand building significantly positively affect consumers’ willingness to buy.Consumer cognition plays an intermediary role in history and culture,product quality,influencing factors of brand building and consumers’ purchase intention.According to the conclusion of the current situation of geographical indication agricultural products in Jilin Province and the factors affecting consumers’ willingness to buy,the following suggestions are put forward: 1.strengthen market supervision;2.Improving the way GIs are promoted for agricultural products;3.Ensuring the quality of agricultural products with geographical indications;4.Increase publicity of the historical and cultural background of geographical indications of agricultural products;5.Improve the promotion of geographical indications of agricultural product brands...