E3S Web Conf.
Volume 235, 20212020 International Conference on New Energy Technology and Industrial Development (NETID 2020)
|Number of page(s)||4|
|Section||Research on New Energy Technology and Energy Consumption Development|
|Published online||03 February 2021|
Research on Preference regarding Online Consumption Behavior towards Geographically Indicated Agricultural Products
Department of Economic Management, Jilin Agricultural Science and Technology University, Jilin City, Jilin Province, China
a E-mail: firstname.lastname@example.org
Taking rice, people’s staple food in most areas of China, as an example, this paper has searched relevant evaluation and literature of online stores specializing in geographically indicated agricultural products on those leading e-commerce platforms such as Taobao and Jingdong. The goal is to determine the main attributes considered by online consumers and apply conjoint analysis method to analyzing the significance level of each attribute when they purchase geographically indicated rice. It is indicated that online marketing of geographically indicated agricultural products entails identifying consumer characteristics and the orientation, while product distributors and industry associations should build a sound and traceable system of agricultural products to enhance consumers’ trust.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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