Purpose: The aim of this study is to collate theories related to external cues and examine the effect of external cues on product quality, trust, and repurchase intentions for geographical indication agricultural products. In addition, this study attempts to explore the mediating effects of product quality and trust. Research d esign, d ata, a nd methodology : In o rder t o achieve the research purpose, this study introduced product quality and trust as parameters using three external cues of review, price, and origin as independent variables. It verified the effect of external cues on the repurchase intention of geographically Indication agricultural products through 359 consumer sample statistics. Results: The empirical results are summarized as follows. First, In the online purchase situation, external cues of geographically indication agricultural products have multidimensional characteristics that are classified into the review, price, and country of origin. Second external cues have a positive (+) impact on product quality. Third, external cues have a positive (+) effect on trust, except for the country of origin. Fourth, the only price h as a p ositive (+) effect o n repurchase intention among external cues. Fifth, both product quality and trust have a positive (+) effect on repurchase intention. Sixth, the mediating effect of product quality and trust between external cues and repurchase intention holds. Implications: Agricultural e-commerce companies should play an important role in improving product quality and trust by accurately recognizing external cues. It is taking the lead in providing high-quality reviews to consumers that meet the needs of the company’s image by fully discovering the potential marketing propagation value among the reviews. The country of origin image halo effect is achieved by sufficiently promoting and intensively exhibiting geographical indication of agricultural product origin information resources. Scientifically reasonable suggestions and accurate pricing strategies can be adopted in accordance with the important consumption points of consumers by period.
Bai et al. (Sat,) studied this question.