Research On Interaction Effects Mechanism Of Consumers' Willingness To Buy Products With Origin Label Influenced By Root Appeals And Product Types

In today's rapid urbanization and modernization,as a unique rural natural and humanistic symbol with legitimacy,products with origin label have become a natural link between tradition and modernity,cities and villages,and homesickness for hundreds of millions of people,with unique market competitiveness and multiple values.However,China's agricultural product processing industry is developed in a low speed.Some companies are unresponsive to the changes of consumer perceptions.All these reasons above make China's products with origin label less competitive.Therefore,great concern should be put on how to excavate,cultivate and realize the value of products with origin label.Enhancing consumers' awareness of products with origin label,inspiring consumers' buying behavior,and transforming the advantages of resources with origin label into market advantages are of great significance in promoting consumption upgrading and revitalizing rural industries.Compared with other products,origin label brands are closely connected with the ecological environment and human history of specific regions,and their main characteristics can be summarized as “inheritance and roots”.In the process of marketing products with origin label,its “inheritance and roots” feature has been widely publicized.This brand appeal that emphasizes “inheritance and roots” is called the root appeals.So,whether and how does the roots appeal stimulate consumers' willingness to buy and thus promote the realization of the value of products with origin label? This research is based on clue utilization theory and authenticity theory.According to the attribute characteristics of products with origin label,the root appeal is divided into two types: “natural root” and “socioculture root”,and products with origin label are divided into “primary agricultural products” and “processed agricultural products”.We select two authentic dimensions,perceived naturalness and perceived continuity,and use quasi-experiment method,through two formal experiments to specifically analyze and answer: Do different types of root appeals affect consumers differently? Are there differences in the impact of the same type of root appeal in different products? Do and how perceived naturalness and perceived continuity play intermediary roles in the interaction between root appeals and product types?The result of the study shows that the interaction items of the root appeals(“natural root” and “sociocultural root”)and product types(“primary agricultural products” and “processed agricultural products”)have an impact on consumers' willingness to buy products with origin label,and perception of authenticity.And the interaction items of root appeals and product types play intermediary roles in the consumer's willingness to buy.The specific performance is as follows: in different product types,different root appeals play different roles.For primary agricultural products,the “natural root” appeal(compared to the “sociocultural root” appeal)is more capable to promote consumers' willingness to buy.For processed agricultural products,the “sociocultural root” appeal(compared to the “natural root” appeal)is more capable to promote consumers' willingness to buy.In the context of primary agricultural products,the perceived naturalness plays an intermediary role in the relationship between the “natural root” appeal and the consumer's willingness to buy;in the context of processing agricultural products,the perceived continuity plays an intermediary role in the relationship between the “sociocultural root” appeal and the consumer's willingness to buy.Based on the research conclusions and combined with the marketing status of China's products with origin labels,we put forward feasible suggestions for the market promotion of products with origin labels.First of all,expand the market influence of products with origin labels,pay more attention to the content management of the appeal of products with origin labels,and use the root information of “production environment,processing technology,historical culture of products with origin labels” to attract consumers' attention;meanwhile,pay attention to the content of the root appeals match the type of products with origin labels.Different types of products with origin label should have a clear product positioning,grasp the core connotation,and design the matching root appeals in product promotion to achieve better marketing results.Finally,adopt a variety of appeal forms and rich appeal content to convey authenticity,inspire consumers to have perceived naturalness and perceived continuity of products with origin labels,and promote consumers' positive brand behavior.