An Research On The Purchase Intention Of Consumers Of Jiangxi Geographical Indication Agricultural Products Under The Live Broadcast Of E-commerce

As a product with local characteristics and quality and safety certified by relevant institutions,geographical indication agricultural products have gradually entered the consumer ’s field of vision and attracted attention.At present,the comprehensive implementation of the rural revitalization strategy and the policy guidance for promoting the brand building of agricultural products provide a good opportunity for the development of geographical indications agricultural products.Coupled with the increase in consumer recognition,the development of geographical indications agricultural products should have made a staged breakthrough,but its actual development still faces great difficulties,and consumers are not optimistic about their purchase status.The e-commerce live broadcast provides a good shopping experience for consumers to buy with its unique advantages such as interactivity,visualization,and reviewability.It cannot be ignored that the development of information technology and the Internet has promoted the rise of digital marketing.As a form of e-commerce that has continued to grow steadily in recent years,e-commerce live broadcasting is becoming the main force in selling agricultural products.Therefore,based on the perspective of consumer perception,this paper discusses how the role of anchor professionalism,subjective norms and perceived behavior control in the e-commerce live broadcast mode affects consumers ’ willingness to purchase geographical indication agricultural products.This paper collects 348 valid questionnaires through the combination of online questionnaire self-filling and offline field research,and uses descriptive statistics,cross-analysis,structural equation model,mediation effect test and other methods to analyze the data.The conclusions are as follows :(1)In the e-commerce live broadcast mode,the professionalism of the anchor and subjective norms have a positive and significant impact on consumers’ willingness to purchase geographical indication agricultural products,and subjective norms have the most significant effect on promoting consumers’ purchase,but perceived behavioral control has no significant impact on consumers’ willingness to purchase geographical indication agricultural products.(2)Secondly,as a key variable,perceived trust has an important impact on consumers’ decision-making on adopting geographical indications of agricultural products,and plays an intermediary role between e-commerce live broadcast and purchase intention.(3)Perceived risk is an effective factor affecting consumers ’ purchase of geographical indications of agricultural products,but as a mediating variable,the effect is not obvious.In view of the above conclusions,the following suggestions are put forward :(1)Play the interpersonal interaction effect and establish the public reputation of the product;(2)Create a professional anchor team,effective interactive publicity products;(3)Improve consumer trust,reduce shopping perceived risk.