Research on the Influence Mechanism of Consumers' Willingness to Purchase Intangible Cultural Heritage Local Specialty Food under the Internet Channel-- Taking Mianyang Rice Noodles as an Example

Abstract

In China, according to China's e-commerce report (2021), China's e-commerce transactions reached 42.3 trillion yuan. In the author's opinion, the intangible cultural heritage food products refer more to the local characteristic food of the intangible cultural heritage, which have an obvious local "brand", so they need to use the Internet to break through the restriction of "brand". This paper takes the consumers of Mianyang rice noodles as the research object, integrates the plan behavior theory with the customer perceived value, and builds a model to analyze the influence mechanism of the purchase intention of small consumers in Internet channels. This paper expects to obtain the influence of consumer area, customer perceived value, behavior attitude, supervisor norms and Gan behavior control on the purchase intention of Mianyang rice noodle consumers.