Consumers' Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales:An Exploratory Research Based on Grounded Theory

Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products. In this study, in-depth interviews were conducted with consumers of geographical indication agricultural products. Based on grounded theory, open coding, axial coding and selective coding were performed for interview text. At final, 21 concepts, 7 subcategories and 3 main categories were obtained, and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed, that is, “consumer cognition-consumer attitude-consumer behavior”. Among them, consumer cognition includes two dimensions: the type of geographical indication agricultural products and the live-streaming appeal strategy, i.e., the personal cognition of consumer and the promotion of live-streaming host’s strategy. Consumer attitude is value perception of consumers, mainly including two dimensions of functional value and emotional value. Consumer behavior is the consumer’s willingness to buy. It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies. Through the intermediary of consumers’ value perception, consumers’ purchase intention is generated. Among them, resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies, which can enhance the consumer’s perception of functional value, thereby promoting their purchase intention; and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies, which can enhance the emotional value perception of consumers, thereby promoting their purchase intention.