Study On Purchase Behavior And Influencing Factors Of Consume Rs To The Geographical Indications Protection Products

With the development of economy,the demand for agricultural products becomes more and more high,being able to buy the agricultural products of health and safety have become a goal of pursuit.Geographical indication is origin identification of agricultural products,an important agricultural product quality marks and an important way to promote the development of characteristic agriculture industry.Geographical indication protection products is mostly agricultural products,and its price is higher than that of generally produce premium,which plays an important role in promoting the farmers' income and rural development.For the poor areas where the industry and the tertiary industry is relatively backward while agricultural resources is rich,giving full play to the geographic marks and produce effect,can realize precise poverty alleviation.Therefore,research on consumer purchasebehavior of geographical indication protection products and its influencing factors can promote our country geographical indication brand business,management and protection,which has important theoretical and practical guiding significance.Based on this,this article first reviewed the domestic and foreign scholars on purchase intention of geographical indication protection products and its influencing factors related research;Then state the concept about the geographical indication,the brand of the geographical products and the yangjiang fermented blank bean;on the basis of theoretical analysis about the brand recognition,the consumer demand and the consumer purchase,putting forward the consumer purchase behaviorof geographical indication protection products of the influence factors of theoretical framework,and then put forward the research hypothesis,determine the experiment model;Then conduct a survey of the Yangjiangfermented b lank bean,using binary Logistic model to the consumer survey data for empirical analysis.The results show that the consumer purchase behavior of geographical indication protection products is higher,but the cognition is low.In the factors influencing consumers' purchase behavior,significant factors are family income,marriage,concept of cognitive,cognitive channels,safety motivation,demand motive and behavior factors.Others,such as gender,age,level of education,whether there is a child connotation,value cognition and cognitive factors influence on consumers' purchase intention is not significant.Finally,based on the survey and related data,some suggestions are put forward :(1)The government is obliged to complete the brand laws and reinforce supervision;(2)The companies should enhance their quality awareness and speed up the process of production;(3)Industry associations need to maintain the order of the market and mobilize the enthusiasm of enterprises;(4)The pulice media strengthen the publicity of agricultural products brand and improve the purchasing awareness of customers.