Research On Influence Of External Clues On Cosumers’ Willingness To Purchase Agricultural Products With Geographical Indications Online

In recent years,with the rapid development of Internet platform,many geographical indication agricultural products with local characteristics have entered the lives of more people,and brought them richer consumption choices.However,due to the virtual nature of online shopping,consumers can not touch the real object when choosing online shopping,so they are facing great risks and uncertainties,and the problem of information asymmetry is more prominent.Therefore,the majority of consumers will judge the quality of geographical indication agricultural products according to the external clues provided by the products.In this context,it is of great practical significance to explore the impact of geographical indications on consumers’ online shopping intention from the external clues of agricultural products.This paper takes geographical indication agricultural products as the research object.Based on the induction and analysis of a large number of literature,based on sor theory,and integrating external clue utilization theory,perceived value theory and trust theory,this paper extracts five external clue variables,including the number of positive follow-up comments,the quality of picture comments,price discounts,the location of commodity web pages and the image of origin,and introduces perceived value Trust is an intermediary variable and a moderator variable respectively,and a structural equation model is constructed to empirically analyze the impact of external clues of geographical indication agricultural products on consumers’ online shopping intention.Based on 377 questionnaire data,this paper uses empirical analysis software to test the rationality of the 16 research ideas proposed in this paper.The main conclusions of this paper are as follows:(1)the number of positive reviews,the quality of picture reviews,price discounts,the location of commodity web pages and the image of origin positively promote consumers’ perceived value.(2)Consumer perceived value positively affects consumers’ online shopping intention,and consumer perceived value plays an intermediary role in the impact mechanism of geographical indication agricultural products on consumers’ online shopping intention.(3)The influence of external cues on consumers’ perceived value is positively regulated by trust.Based on the above conclusions,this paper puts forward the following enlightenment:(1)pay attention to the establishment and management of online comments.(2)Formulate reasonable price discounts and segment the product market,and formulate different price discounts according to different consumer groups.(3)Optimize the placement of products,and reasonably arrange the location of commodity web pages by taking advantage of consumers’ browsing preference,merchants’ reputation,product sales and other factors.(4)Increase the publicity of origin,give play to the halo effect of origin,construct regional agricultural product brands and establish quality supervision system.