摘要
该研究通过构建理论模型并采用问卷调研法收集数据,分析了地理标志各因素对消费者购买意愿的作用机制及其相互关系.结果表明,地理环境、人文历史、品牌建设、产品品质和生产方式均对消费者购买意愿有正向影响,其中人文历史对消费者购买意愿的影响最大.此外,消费者认知在产品品质和生产方式对购买意愿的影响中起到了正向调节作用,而在地理环境、人文历史和品牌建设的影响中未显示出显著调节作用.
Abstract
A theoretical model was constructed in the study.Data were collected using a questionnaire survey method,and the mechanisms and inter-relationships of various geographical indication factors on consumer purchase intention were analyzed.The results showed that the geographical environment,cultural history,brand construction,product quality,and production methods all had a positive impact on consumer purchase intention,and cultural history had the greatest effect on consumer purchase intention.Additionally,consumer cognition played a positive moderating role in the influence of product quality and production model on purchase intention,while a significant moderating effect in the impact of the geographical environment,cultural history,and brand construction was not shown.
基金项目
贵州省高校人文社会科学研究项目(2024RW84)
NETL
NSTL
万方数据