Research On The Influence Of Media Sense Of Place On The Purchase Intention Of Characteristic Products

In recent years,the country has proposed to promote rural revitalization through characteristic industries.How to make characteristic products catch the Internet express has become a hot issue in domestic research.Featured products are inevitably marked with an image of origin from the time they are produced.A good image of origin can undoubtedly add significant weight to the value of the product.Therefore,how to use the Internet to promote a good image of origin,reduce marketing costs,and expand purchase volume has become an important indicator for featured products to win the market competition.Some scholars have found that new media platforms such as television,movies,short videos,live streaming,etc.can create emotional experiences for consumers about the country of origin when promoting regional characteristics,and can build consumers’ sense of media place.Given that a great deal of research is limited to studying how different forms of media produce a sense of media place,there is a lack of research on the consequential effects of the sense of media place,based on the emotional behavioral theory,and specifically explores the logical relationship between place cognition,place attachment,and place identity,And the impact on consumers’ perceived quality and purchase intention,to clarify the differences between various dimensions of media sense of place on consumers’ perceived quality and purchase intention and to try to understand the reasons for the differences.This study collates data from 15,900 reviews on Douban from September 2021 to March 2022 and established a media sense of place measurement scales through preresearch and determined a formal questionnaire.With the help of SPSS 23.0 and AMOS23.0 software,structural equation modeling and bootstrap methods were used to test the research hypotheses.The results show that the role of media sense of place in influencing consumer perception quality and purchase intention is realized in two dimensions: local perception and local identity.In comparison,place identity has a significant positive impact on perceived quality and purchase intention,while place cognition only positively affects perceived quality;There is a mediating effect of perceived quality between the dimensions of media sense of place and purchase intention for specialty products.The study provides theoretical support for the active implementation of cross-regional marketing for specialty products,making full use of consumers’ media sense of place.