Research on Preference regarding Online Consumption Behavior towards Geographically Indicated Agricultural Products

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.