居住流动性对他乡地理标志品牌购买意愿的影响

The Effect of Residential Mobility on Purchase Intentions of Non-hometown Geographical Indication Brands

消费者与地理标志品牌的地域关系是影响其偏好的关键因素之一,现有研究从家乡与近乡视角为地理标志品牌巩固和拓展品牌内群体提供了理论参考,但还缺乏对外群体地理标志品牌偏好提升路径的相关研究。文章基于人口频繁流动的社会背景,采用调查法收集了433份有效问卷,探讨了消费者居住流动性对“他乡”地理标志品牌购买意愿的影响及其作用机制。结果表明,居住流动性正向促进消费者对他乡地理标志品牌的购买意愿和对他乡的地方认同;他乡地方认同在居住流动性和他乡地理标志品牌购买意愿之间发挥中介作用;区域形象正向调节居住流动性对他乡地方认同和他乡地理标志品牌购买意愿的影响。研究结论为地理标志品牌市场容量扩张和乡村振兴提供参考。

The geographical relationship between consumers and geographical indication(GI)brands is one of the key factors affecting their preferences.Previous researches provide theoretical reference for the consolidation and expansion of inner groups of GI brands from the perspective of hometown and neighborhood,but there is still a lack of relevant research on the promotion of external groups' preference for GI brands.Based on the social background of frequent population mobility,this paper collected 433 valid questionnaires by means of survey,and explored the effect of consumers' residential mobility on the purchase intentions of non-hometown GI brands.The results show that residential mobility positively promotes consumers' purchase intentions of non-hometown GI brands and place identity of non-hometown.The place identity of nonhometown mediates the effect of residential mobility on purchase intentions of non-hometown GI brands.The regional images positively moderate the influence of residential mobility on place identity of non-hometown and purchase intentions of non-hometown GI brands.The above research conclusions practically provide references for the market capacity expansion of GI brands and the rural revitalization.