Influence on consumer purchase intention of agricultural product country of origin image in Shandong apple in Yantai as an example
|School||Chongqing Technology and Business University|
|Keywords||agricultural products country of origin country image|
The development of China’s economy and the rise of agriculture market indicates thatChinese agricultural construction has entered a new era. Many agricultural enterprises emergeas the times require, but how to enter the market when ensuring the quality of agriculturalproducts, unlike most industrial products has a strong practical nature, can let the consumerhave a try. which has become a problem. Because the growth of agricultural products has acertain regional, enterprises need to consider the country image on consumer purchaseintention,and apply it to the marketing strategy..The country image is one of the many external factors that affect the consumer’spurchase decision and the agricultural product brand has gradually become an intangible assetin the agricultural products economy market of today. It not only depends on the quality oftheir products but is also closely related to the original brand image to establish a good brandof agricultural products. It is showed that the product origin as one of the external factorsimpacts on consumer purchase intention is0.19in previous studies. But the current studyabout the country image most focus on industrial goods and the empirical research onagricultural products related to the country image is much less. This paper, based onagricultural products as the research object, selects the fruits of apple as the entrance andcleverly designs experiments. It investigates the purchase intention of the tested peoplethrough the diagram and related information that subjects perceived product quality when thetested people do not know the agricultural product brand origin.Then asked the participantsto know the information of origin brand and to judge the perceived quality and purchaseintention again. It finds out the significant factors of change after a previous data control,which are analyzed and compared. In order to exclude the interference of external factors, theexperiment has introduced product knowledge as intermediary variable. And it tests thehypothesis by two sample T test, correlation analysis, regression analysis and other statisticalanalysis methods in SPSS.Conclusions of the study are as follows: the country image can significantly influenceconsumers’ perceived product quality; Customer buying inclination of agricultural products ispositively correlated to product perceived quality, and the intermediation of product perceivedquality is completely evident; The country image can directly influences customer buyinginclination or through product perceived quality indirectly; The less knowledge customer hason the products, the more significant influence country image has on product perceivedquality. Finally this paper puts forward some suggestions on strengthening the country image combined with the data analysis and the market of agricultural products in China.The innovation of this paper lies in: First, it extricates itself from the limitations of originimage field that based on Industrial durables, which extends the origin image role to theagricultural products and expands previous research; Second, it takes the method ofcontrasting experiment that seems much simpler and easier; Third, more previous researchesare on the theoretical study but this paper combines the empirical method supplementing andperfecting the blank of empirical research.From the practical value point of view, this paper proves that the country image hasdirect or indirect effect on consumer purchase intention, which provides a strong basis for theenterprises to use the brand of agricultural products to carry out marketing activities. And itlaid the practical foundation on how to improve the agricultural product country image toformulate the strategies.