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.Finally,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.

Development and Reservation of Geographical Indication Products in China

With more than 5000-year civilization, China has gradually formed in its different regions hundreds of the geographic indication products, such as Longjing Tea, Maotai Liquor, Shaoxing Rice Wine, Jinghua Ham, Beijing Roast Duck, Xinjiang Honey Jelon, etc. They are the precious creatures of Chinese nation.

A method for identifying coalbed methane co-production interference based on production characteristic curves: A case study of the Zhijin block, western Guizhou, China

Efficient detection of coalbed methane(CBM) co-production interference is the key to timely adjusting the development plan and improving the co-production efficiency. Based on production data of six typical CBM co-production wells in the Zhijin block of western Guizhou Province, China, the production characteristic curves, including production indication curve, curve of daily water production per unit drawdown of producing fluid level with time, and curve of water production per unit differential pressure with time have been analyzed to explore the response characteristics of co-production interference on the production characteristic curves. Based on the unit water inflow data of pumping test in coal measures, the critical value of in-situ water production of the CBM wells is 2 m^(3)/(d·m). The form and the slope of the initial linear section of the production indication curves have clear responses to the interference, which can be used to discriminate internal water source from external water source based on the critical slope value of 200 m^(3)/MPa in the initial linear section of the production indication curve. The time variation curves of water production per unit differential pressure can be divided into two morphological types: up-concave curve and down-concave curve. The former is represented by producing internal water with average daily gas production greater than 800 m^(3)/d, and the latter produces external water with average daily gas production smaller than 400 m^(3)/d. The method and critical indexes for recognition of CBM co-production interference based on the production characteristic curve are constructed. A template for discriminating interference of CBM co-production was constructed combined with the gas production efficiency analysis, which can provide reference for optimizing co-production engineering design and exploring economic and efficient co-production mode.

Research on Brand Construction of Geographical Indication of Agricultural Products in China under the Background of Rural Revitalization

Geographical indications of agricultural products carry the unique product value accumulated in history. Relying on them to build regional brands is a powerful way to achieve stable income increase of farmers and sustainable development of agriculture. This paper summarized the development of geographical indications of agricultural products in China, and reviewed the development status of overall growth, significant regional differentiation and uneven categories. On the basis of affirming the necessity of brand building of agricultural products, this paper concluded the branding dilemma of the loss of geographical indication resources, weak supervision and insufficient investment of agricultural products in China. Therefore, this paper introduced the idea of "new three Pin and one standardization", and further built a three-stage branding path of "germplasm discovery, quality control, and brand promotion". Based on this, a combination strategy from attaching importance to germplasm quality to formulating brand strategy and enhancing brand competitiveness was proposed. The staged branding construction provides new development ideas for the branding of geographical indications of agricultural products in China, draws out a reference plan for the development of China’s regional characteristic agricultural industry, and lays a solid support for the revitalization of rural industries.