双渠道环境下地标产品购买渠道选择行为分析

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1、AbstractThecoexistenceofonlineandofflinechannelsinconsumerspurchasechannelshasbecomeanintriguingphenomenoninnowadays.ChinaasthedevelopmentofinformationtechnologyandthegrowingpopularityoftheInternetofferedasolidfoundationforthisimprovement.Existingresearchhasidentifiedthekeyfactorsins

2、electingtheofflinechannel,butwhatrolesdothesefactorsplayintheco-existsituationofofflineandonlinechannelshavenotbeenvalidatedandneedtobeclarified.Inaddition,dothesefactorsplaythesameroleinthechannelselectioninpurchasinggeographicalproductswasstillunclear?Productsofgeographicalindicati

3、onshavesignificanteconomicandsocialvalues,asthecontinuousimprovementofthegeographicalindicationproductawareness;geographicalindicationindustrywillgetfasterandgreaterdevelopmentinthenextfewyearsinChina.Atpresentstage,saleschannelsofgeographicalindicationproductaregraduallyexpanding(an

4、dpartlytransforming)fromofflinetoonlinechannels.Thisstudyfocusesonconsumers‟channelselectionduringpurchasinggeographicalindicationproductspurchasingbehavior.Accordingto„ChineseprotectionofgeographicalindicationsandDevelopmentReport‟,geographicalindicationproductsinChinaaremainlyagric

5、ulturalproducts(accountto97%),and75%arefreshagriculturalproducts.Takingthetypicalfreshagriculturalproduct-YangchengLakehairycrabsasresearchobject,thisresearchaimstoprobethechannelselectionofpurchasingfreshagriculturalproduct.Thepapercontainsfivemainpartsinthepaper.Thefirstpartintrodu

6、cestheresearchbackground,purpose,significance,maincontent,methodandsoon.Inthesecondpart,thepaperreviewsthedomesticandforeignrelatedresearchstatusforchannelselectionandtheproductofgeographicalindication,andthenreviewstheliteraturecritically.Inthethirdpart,thepaperputsforwardtherelated

7、hypothesesandconstructsproductofgeographicalindicationchannelchoicemodelbasedonconsumerbehaviortheoriesandrelevantchannelselectiontheories.Inthefourthpart,takingYangchuanLakehairycrabsasresearchobject,empiricalresearchbasedonquestionnairesisconducted.Firstly,thepapercarriesonthedescr

8、iptivestatis