Country-of-origin Image,Perceived Valueand Consumer Decision-making:An Empirical Study on the Yunnan Coffee Industry

Yunnan coffee firmly holds the position of “China’ s coffee core region” with 98% of the country’ s total planting area and output, yet it is trapped in the industrial dilemma of “leading in scale but lagging in value” . To address this issue, based on the S-O-R theory and the “resource-transformation-value” framework, this study uses 212 valid questionnaires as samples and employs structural equation modeling (SEM) and Bootstrap test to deconstruct the influence mechanism of the three-dimensional country-of-origin image (ecological-technical-cultural) on purchase intention. The results show that perceived value plays a mediating role between the three-dimensional image and purchase intention: the technical dimension exhibits a complete mediating effect, the ecological and cultural dimensions show partial mediating effects, and the cultural dimension demonstrates the strongest direct effect. This study constructs a three-dimensional collaborative analysis framework for the country-of-origin image of characteristic agricultural products in border areas. It not only expands the localized “borderland characteristics” dimension for the country-of-origin image theory but also provides a replicable practical paradigm for the transition of characteristic industries in ethnic regions from “scale dividend” to “brand dividend” .