Research On The Impact Of Consumer Product Cognition On The Purchasing Intention Of Certified Agricultural Products

Agricultural products provide material nutrition for the lives,learning and work of the people.With the continuous development of China's economy,people's material living standards have gradually improved,and the public's consumption concept has changed significantly in recent years.People no longer only pay attention to the food and clothing functions of agricultural products,and begin to pay more attention to the food quality and safety of agricultural products.Whether agricultural products are safe,hygienic,and nutritional value are used as reference standards.Although the government and other relevant departments have promulgated many safety guarantee policies and measures in the fields of production,circulation and sales of agricultural products,the issue of agricultural product safety in China still exists.Consumers' distrust and fear of agricultural products are intensifying,and the quality and safety of agricultural products It has occupied every aspect of people's daily life and has become one of the most concerned topics in life.China's relevant agricultural product supervision departments have been deeply aware of the harm caused by these agricultural product safety incidents.Based on their own conditions and drawing on the experience of foreign developed countries in the quality and safety certification of agricultural products,they have successively carried out work on safety certification of related agricultural products,and contributed a lot.It is the “Three products and one standard” certification for agricultural products.This is a safe and high-quality agricultural product public brand under the support of national policies.In China's current and future agricultural product consumption,certified agricultural products will become a mainstream.Based on Consumer cognition theory,Consumer purchasing behavior theory,Customer perceived value stratification model and Four-dimensional model,Purchase intention model and domestic scholars' research,the cognition of certified agricultural products is taken as the foothold from certified agricultural products.The characteristics of the customer's perceived value are analyzed and explained.Under the principle of rationality,the perceived value dimension of certified agricultural products customers and their influence on the purchase intention of certified agricultural products are discussed.Through the combing of the theory,the model framework of this research is determined,and under the guidance of mature research,the measurement items of each variable are perfected by scientific principles,and the sample data is collected by questionnaire method.In-depth analysis was carried out to verify the relationship between product cognition,customer perceived value and purchase intention and the proposed research hypothesis.The results of this study show that product cognition has a significant positive impact on customer perceived value and purchase intention;there is a positive relationship between customer perceived value and purchase intention of certified agricultural products,in which the impact of economic value is stronger;customer perceived value plays a partial intermediary role between product cognition and the willingness to purchase agricultural products.In the control variables,the psychological factors of consumers are more likely to stimulate their willingness to purchase certified agricultural products.On the basis of the above conclusions,this research product starts from the two main bodies of the government and enterprises,and proposes the improvement of the quality and safety of agricultural products,the improvement of consumer cognition level,the improvement of customer perceived value of agricultural production enterprises,and the willingness to purchase.The government should improve the certification system,strengthen supervision,attach importance to education propaganda,and increase support;enterprises should grasp consumer psychology,strengthen brand building,and enhance customer perceived value and other targeted countermeasures and suggestions.