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Study on the Factors Influencing the Purchasing Intention of Lintong Pomegranate

Author(s)

Xinyang Yi, Yali Kang, Tiantian Kou, Leni Wu, Bei Qiao*

Affiliation(s)

Xi'an Polytechnic University, Xi'an, Shaanxi, China *Corresponding Author

Abstract

The State Council's Circular on the 14th Five-Year Plan for Promoting Agricultural and Rural Modernization emphasizes strengthening the construction of advantageous zones for characteristic agricultural products. Lintong pomegranate, a specialty of Lintong District, Xi'an City, Shaanxi Province, generates an annual direct output value of 640 million yuan and a comprehensive value of 1.5 billion yuan, serving as a key economic pillar. However, studies indicate bottlenecks in sales channels, marketing awareness, and market influence that hinder its development. This study investigates the key factors affecting consumers' purchase intention for Lintong pomegranates from their perspective to enhance sales and optimize marketing strategies. Using text mining, consumer reviews from e-commerce platforms are analyzed with Chinese word splitting and LDA topic modeling to extract evaluation data. Based on TPB theory, a model framed by SOR theory is constructed, with attitude, subjective norms, and perceived behavioral control as antecedent variables (S), perceived value and pleasantness as mediators (O), and purchase intention as the outcome (R). Through stratified and multi-stage sampling, 577 valid questionnaires were collected, and logistic regression and cluster analysis were applied to profile consumers for precision marketing. Structural equation modeling assessed causality and variable importance, identifying critical factors and mechanisms influencing purchase intention, thus providing a scientific basis for optimizing product strategies, enhancing market competitiveness, and supporting the sustainable development of the Lintong pomegranate industry.

Keywords

Lintong Pomegranate; PPS Sampling; Text Mining Method; TPB Theory; Cluster Analysis; Structural Equation Modeling

References

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