Study On The Effect Of Quality Perception On Consumers’ Willingness To Buy Geographical Indication Agricultural Products

Since the beginning of the new century,with the rapid development of China’s economy and the continuous improvement of people’s living standards,consumers’ consumption concept has also begun to change to quality,health,green,safety,environmental protection and other aspects.Consumers also have higher and higher requirements for food safety and quality authenticity.However,under the background of the new era,consumers’ purchase intention is prone to interference from various aspects,and various factors converge to affect consumers’ cognition and recognition of the brand image of the product.As an important factor that can be perceived by consumers and then affect their purchase intention,especially with the origin of the certification of the logo is the focus of consumers.But Qidong daylily as a kind of highly effective nutritional value and brand value of geographical indication of agricultural products in the current social cognition and sales is not ideal.How to promote the increase of consumers to Qidong daylily this geographical sign of agricultural products to buy willingness to become daylily producers,processors the main appeal.Therefore,in the context of consumers’ continuous pursuit of high-quality consumption concept,it is of great significance to study the influence of quality perception on consumers’ willingness to buy GEOGRAPHICAL indication agricultural products.From the perspective of consumer quality perception theory,this paper analyzes the consumers’ intention to buy geographical indication agricultural products and the influence of quality perception on consumers’ intention to buy.Through the analysis of carding quality awareness,quality of agricultural products of geographical indication,purchase intention,perceived impact on purchase intention,brand trust and SOR theory of literature at home and abroad,contact the actual problem,using structural equation model analysis method,to consumer brand trust as the intervening variable,build SOR quality perception theory of structural equation model,Explore the influence of reliability quality perception,sensory quality perception and tangible quality perception on consumers’ purchase intention.According to the research results,consumers’ perception of reliability quality,sensory quality and tangible quality of geographical indication agricultural products have a significant positive impact on consumers’ purchase intention,and consumers’ brand trust also has a significant positive impact on consumers’ purchase intention of geographical indication agricultural products.Consumers’ perception of reliability quality,sensory quality perception and tangible quality perception have a significant positive impact on consumers’ brand trust of Qidong daylily,which is a geographical indicator of agricultural products,and further have a significant positive impact on consumers’ purchase intention of Qidong daylily.Therefore,from the perspective of quality perception,brand trust plays a complete intermediary role in the impact of quality perception on consumers’ intention to buy geographical indication agricultural products.Thus,this paper constructed the evaluation index system and research model is effective and can provide a reference for related research,and practice from the value of the agricultural products of geographical indication,supply behavior,brand image,financial services innovation and open sharing information cloud platform are proposed,such as multiple angles to enhance consumer purchase intention to provide the reference for Qidong well day lily,To improve the attractiveness and competitiveness of Qidong daylily in agricultural products.