The Image Of Origin Of Agricultural Products On Consumers’ Purchasing Intention

As an important step to achieve the overall goal of China’s rural revitalization strategy,industrial revitalization is the important cornerstone and key to the all-around revitalization of China’s rural areas.In order to truly realize the all-around revitalization of rural industries,expanding the market for agricultural products is the key,and how to improve the quality of agricultural products while promoting them to the domestic market or even the international market is another key issue that needs to be solved.The sale of high-quality agricultural products at relatively reasonable prices in a wider market can not only promote farmers’ income,but also better meet consumers’ needs,so as to promote the development of rural industries.Since agricultural products have specific regional characteristics,it is necessary to examine the influence of the image of their place of origin on consumers’ willingness to buy,so as to provide suggestions and strategies for marketing agricultural products.Against this background,taking Changshan yam as the main research object and based on the theoretical knowledge of the image effect of place of origin and perceived value,this paper investigates what is the influence of the image of place of origin on consumers ’ purchase intention and how the image of place of origin influences consumers’ purchase intention from three different levels: industry scale,natural environment and human geography.In the initial design of the questionnaire,considering that some respondents are not familiar with the information of the place of origin of agricultural products,photos or explanatory information are prepared in advance to make the respondents form a preliminary perception of the products and then a survey on the purchase intention can be conducted.After that,the information of the place of origin is introduced again,so that the respondents can understand the product again and then form a comparison with their previous reaction when they are not familiar with the product.Finally,the factors related to the change of the image of the place of origin are analyzed and compared to find out the more significant factors.In the empirical analysis,the mediating variable of perceived value is introduced,and statistical analyses such as correlation analysis and linear regression analysis are used in the data analysis step to prove the proposed hypothesis.From the empirical results,this paper verifies that there is a direct positive relationship between the image of the place of origin of agricultural products and consumers’ willingness to purchase,and also proves that the image of the place of origin also has an indirect positive influence on the formation of consumers’ willingness to purchase through the mediating factor of perceived value.Through the statistical comparison of the research data,the size of the influence of each dimension of the image of the place of origin on consumers’ willingness to purchase was analyzed,and the size of the influence of each dimension of the image of the place of origin on consumers’ willingness to purchase was ranked as follows: industrial scale >human geography > natural environment.Based on the above analysis,this paper puts forward countermeasure suggestions from the enterprise level and government level respectively,in order to further optimize the image of the place of origin of Changshan yam,enhance consumers’ willingness to purchase,and promote industrial development and increase farmers’ income.