| The coexistence of online and offline channels in consumers purchase channels has become an intriguing phenomenon in nowadays. China as the development of information technology and the growing popularity of the Internet offered a solid foundation for this improvement. Existing research has identified the key factors in selecting the offline channel, but what roles do these factors play in the co-exist situation of offline and online channels have not been validated and need to be clarified. In addition, do these factors play the same role in the channel selection in purchasing geographical products was still unclear? Products of geographical indications have significant economic and social values, as the continuous improvement of the geographical indication product awareness; geographical indication industry will get faster and greater development in the next few years in China. At present stage, sales channels of geographical indication product are gradually expanding (and partly transforming) from offline to online channels. This study focuses on consumers’channel selection during purchasing geographical indication products purchasing behavior. According to’Chinese protection of geographical indications and Development Report’, geographical indication products in China are mainly agricultural products (account to 97%), and 75% are fresh agricultural products. Taking the typical fresh agricultural product-Yangcheng Lake hairy crabsas research object, this research aims to probe the channel selection of purchasing fresh agricultural product. The paper contains five main parts in the paper.The first part introduces the research background, purpose, significance, main content, method and so on.In the second part, the paper reviews the domestic and foreign related research status for channel selection and the product of geographical indication, and then reviews the literature critically.In the third part, the paper puts forward the related hypotheses and constructs product of geographical indication channel choice model based on consumer behavior theories and relevant channel selection theories.In the fourth part, taking Yangchuan Lake hairy crabs as research object, empirical research based on questionnaires is conducted. Firstly, the paper carries on the descriptive statistical analysis, regression analysis and regulation effect analysis on the basic of 214 effective questionnaires. The analysis results show that the consumer’s personal characteristic have no obvious effect on the channel choice of geographical indication products in addition to income; the higher attention of the channel quality of service, the transaction cost, the channel product and information richness, the product price, the more tendency to choose the online channels to buy products of geographical indications; the higher attention of the channel convenience, channel risk, product freshness attention is high, the more tend to choose the traditional channels to buy products of geographical indications; In addition, online shopping experience can enhance positive influence between the channels of transaction cost and online channel, but do not weaken negative effect between the channel risk on the online channel.Finally, this paper summarizes the result of the article and put forward the limitations and identifies the future research direction; suggested findings includesl, the government should strengthen the publicity and promotion of the geographical indication product, and 2, improve the construction of geographical indication products sales channels construction. |
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