The effect of place attachment of geographical indication agricultural products on repurchase intention

[Objective] This study aims to investigate how place attachment and the quality of experience affect consumers' intention to repurchase Geographical Indication (GI) agricultural products. [Methodology] Based on the special functional value and symbolic meaning of GI agricultural products, we constructed a five-dimensional model of place attachment for GI agricultural products consumers. Expanding on the original two-dimensional place attachment model, we introduced three connection concepts: nature, society, and emotion. We also combined this model with the quality of experience model and consumer purchase intention model to form a research model of repurchase intention for GI agricultural products. A questionnaire survey was used to collect data (n = 340), and a partial least squares structural equation model was used to test the empirical evidence. [Research results] (1) Place attachment to Geographical Indication agricultural products significantly affects the quality of experience. (2) Quality of experience significantly affects consumer trust and repurchase intention. (3) Consumer trust significantly affects repurchase intention. (4) There is a mediating effect of experience quality between place attachment and repurchase intention; there is a mediating effect of trust in the relationship between quality of experience and repurchase intention. (5) There is a chain mediating effect of place attachment -> quality of experience -> consumer trust -> repurchase intention in the model.

Automated summary

This study aims to investigate the impact of place attachment and the quality of experience on consumers' intention to repurchase Geographical Indication (GI) agricultural products. A five-dimensional model of place attachment was constructed, incorporating nature, society, and emotion as additional dimensions. The model was combined with the quality of experience model and consumer purchase intention model to form a research model of repurchase intention. Data was collected through a questionnaire survey and analyzed using a partial least squares structural equation model. The results indicate that place attachment significantly influences the quality of experience, which in turn affects consumer trust and repurchase intention. Consumer trust also has a significant impact on repurchase intention. Mediating effects were found between place attachment and repurchase intention, as well as between quality of experience and repurchase intention. A chain mediating effect of place attachment -> quality of experience -> consumer trust -> repurchase intention was observed in the model.