Effect of the interaction between the regional specialties and advertising appeals of agricultural products on consumers' purchase intention

The marketing of regional specialty agricultural products highlights the unique characteristics of these products. Given the diversity of regional specialties, this study focuses on implementing tailored advertising appeals to enhance consumers' purchase intentions. Based on the different aspects of regional specialties, they are categorized into two types: natural resources and humanistic history. Each type interacts with functional appeals and emotional appeals, respectively. Through 3 Studies, this research verifies the interaction effect between regional specialties and advertising appeals using various regional specialty agricultural products. According to the CAPS theory, the mediating roles of the consumer's cognitive processing system and affective processing system in the interaction effect on purchase intention were examined. Furthermore, purchase motivation moderates the effect of this interaction on purchase intention. This study not only offers a new perspective on the consumption behavior of regional specialty agricultural products but also holds practical significance for promoting the development of regional industries.