The Influence Factors Of Agricultural Product Country On Consumer Purchase Intention

Consumer behavior research has always been the focus of attention of marketing scholars.In recent years,with the rapid development of China’s society,China’s role in the world economy is increasingly important,the Chinese market has been a great concern and attention,in this environment,the study of Chinese consumers’ psychological and behavioral characteristics are of great significance.According to the theory of the use of the theory,consumers will be based on the product’s internal and external cues when purchasing a specific product.Then the origin of the factors as a typical and important product external cues,in the consumer’s purchase behavior in the end what kind of role?The American scholar(1965)was the first to explore the role of consumer product evaluation,he used the university students as the survey object,asked them to evaluate the products from four countries in Central America,the results showed that consumers of different origin of the products have obvious emotional bias,which set off a craze of origin related research.After several decades of development,the study on the origin of foreign countries has been quite mature,the research results are also rich,but the study of the western developed countries,for developing countries with relatively little,and our scholars have just begun to explore this area,whether in theory or in practice,there are many gaps.Under this background,this paper takes Thailand rice as an example,tries to study the relationship between the origin image and consumer purchase intention,which aims to help local enterprises get more competitive advantage in international marketing activities by improving the origin image.Second,the paper concludes with a summary of previous studies on the basis of previous studies on the theoretical model of origin image effects on consumer purchase intention,and proposes basic hypotheses,as a result of previous studies on the relationship between perceived value and perceived value as the mediating variables,the paper tries to introduce perceived value as an intermediary variable,fourth,the perceived value of the origin of the image of the consumer purchase intention in the process of a partial intermediary role;finally,combined with the results of empirical research,to provide the relevant marketing strategies and suggestions for local enterprises.