From Geographical Indication (GI) Signals to Purchase: Layered Trust and the Price Bottleneck

Geographical indications (GIs) are intended to reduce uncertainty in imported fruit, yet they may increase purchase intention without translating into purchase behavior. Drawing on an extended TPB-value perspective, this study conceptualizes GI perception as a higher-order formative construct (perceived quality, perceived health benefits, and perceived knowledge) and theorizes a layered trust mechanism in which trust in quality spills over into trust in safety. Survey data from Vietnam and Taiwan (N=584) were analyzed using PLS-SEM; MICOM supported measurement invariance, enabling PLS-based multi-group comparisons. GI perception strengthens both trust layers, the quality-to-safety spillover is robust, and trust in safety is the dominant driver of purchase intention. However, perceived price emerges as a post-intention bottleneck that weakens intention-to-(self-reported) purchase conversion, with a sharper constraint in Vietnam than in Taiwan. Overall, the findings clarify when GI signals become value-creating trust and when affordability breaks the trust-to-action link.地理标志（Geographical indications, GIs）旨在降低进口水果的交易不确定性，但其或可提升消费者购买意愿，却未必能转化为实际购买行为。本研究基于扩展的计划行为理论-价值视角（extended TPB-value perspective），将地理标志感知界定为一个高阶形成性构念，涵盖感知质量、感知健康收益与感知知识三个维度，并构建了分层信任机制的理论框架：质量信任可溢出至安全信任。本研究收集了越南与中国台湾地区的调研数据（有效样本量N=584），采用偏最小二乘结构方程模型（PLS-SEM）开展分析；复合模型测量不变性检验（MICOM）证实了测量不变性，得以开展基于偏最小二乘的多群组比较。研究结果显示，地理标志感知可强化两层信任机制，质量至安全的信任溢出效应稳健，且安全信任是购买意愿的核心驱动因素。不过，感知价格则成为意愿形成后的瓶颈，削弱了购买意愿向（自我报告的）实际购买行为的转化，且该约束效应在越南地区相较于中国台湾地区更为显著。总体而言，本研究结果阐明了地理标志信号何时能转化为具备价值创造效应的信任，以及支付能力如何打破信任至行动的转化链条。