双渠道环境下地标产品购买渠道选择行为分析.doc

Abstract The coexistence of online and offline channels in consumers purchase channels has become an intriguing phenomenon in nowadays. China as the development of information technology and the growing popularity of the Internet offered a solid foundation for this improvement. Existing research has identified the key factors in selecting the offline channel, but what roles do these factors play in the co-exist situation of offline and online channels have not been validated and need to be clarified. In addition, do these factors play the same role in the channel selection in purchasing geographical products was still unclear? Products of geographical indications have significant economic and social values, as the continuous improvement of the geographical indication product awareness; geographical indication industry will get faster and greater development in the next few years in China. At present stage, sales channels of geographical indication product are gradually expanding (and partly transforming) from offline to online channels. This study focuses on consumers? channel selection during purchasing geographical indication products purchasing behavior. According to ?Chinese protection of geographical indications and Development Report?, geographical indication products in China are mainly agricultural products (account to 97%), and 75% are fresh agricultural products. Taking the typical fresh agricultural product-Yangcheng Lake hairy crabs as research object, this research aims to probe the channel selection of purchasing fresh agricultural product. The paper contains five main parts in the paper. The first part introduces the research background , purpose, significance, main content, method and so on. In the second part, the paper reviews the domestic and foreign related research status for channel selection and the product of geographical indication, and then reviews the literature critically. In the third part, the paper puts forward the related hypotheses a