Research On The Impact Of External Cues Perceived Quality With The Place Of Origin Of Agricultural Products And Purchase Intention

Now with the residents living standards gradually improve, the degree ofattention of consumers for the quality of agricultural products increased, while theimage of good is important support to consumers to judge the quality of agriculturalproducts. Therefore, many enterprises of agricultural products with the origin image,in order to obtain the competitive advantage in the market. But for the same places oforigin of agricultural products, excessive attention to highlight the origin image errorswill enter the homogenization of the competition, this is the origin of the enterpriseand the governmentare actively avoid problems. Because of the agricultural productquality attributes of complex, consumers in the purchase of agricultural products, itcan not accurately informed about the physical properties of agricultural productsinformation. At the time of purchase, often only based on the origin, packaging, brandand so on external cues for quality evaluation, this evaluation is subjective, called theperceptual quality. For agricultural products, the origin of the same, consumers canuse other external cues to judge the quality of the products. The goal of this thesis isto find out consumer evaluation on the same origin and the quality of agriculturalproducts, to judge by what external cues, related to the degree of these cues andperceived quality and influence on purchase intention relationship.Effect of externalcues on the quality of the products has received the attention of scholars at home andabroad, have certain accumulation on the foreign scholars, but the research cluetheory focused on theoretical research widely, rarely involved in the specific productcategories. Based on analysis and summarizes the relevant domestic and foreignliterature, formed the research idea, and constructs the research model. Through theanalysis of relevant literature and the characteristics of consumer behavior, to thenortheast of rice as the main research object, form the measurement scales of eachvariable. In the official survey, in Chongqing, Hubei part of the district and thequestionnaire star site207questionnaires,169valid questionnaires. This studyanalyzes the data by SPSS19.0software, and use the empirical testing of the proposedhypotheses regression analysis. Eventually reached the following conclusions:(1) inthe same places of origin of agricultural products, packaging, labeling, the image ofstore image, price, reputation, brand awareness has a significant positive effect onperceived quality. Stronger influence degree certification logo and packaging image,store image.(2) the perceived quality has significant positive impact on purchaseintention.(3) the image of the packaging, labeling, store image, price, reputation, brand recognition and purchase intention through perceived quality influenceconsumer. These conclusions enrich the use of cues theory in China, especially in theagricultural research field, which has a certain guiding significance for agriculturalenterprises and local government.