摘要：地理标志农产品区别于其他农产品的品牌优势主要有两个方面，一是产地独特的自然地理条件所造就的自然资源优势，二是基于产品历史传统和人文内涵的人文历史优势。针对品牌特征不同的地理标志农产品，企业在直播介绍时选择信息型直播内容还是情感型直播内容才能更有效地刺激购买行为产生?为此，本研究探讨不同地理标志农产品的品牌特征与直播内容类型对消费者购买意愿的交互影响，并进一步考察产品意识和品牌意识在这一交互效应中的中介作用。通过情景实验和二手数据发现，对于自然资源优势型地理标志农产品，采用信息型直播内容更能提高消费者的购买意愿，产品意识在其中起到中介作用；对于人文历史优势型地理标志农产品，采用情感型直播内容更能提高消费者的购买意愿，品牌意识在其中起到中介作用。本研究拓展了地理标志农产品购买意愿和直播营销领域的相关研究，同时对改善地理标志农产品的直播效果、推动地理标志产业发展以及地方经济增长有一定的指导意义。

Abstract: The brand advantage of geographical indication(GI) agricultural products, which distinguishes them from other agricultural products, encompasses two main aspects. Firstly, it arises from the unique natural geographical conditions of the products, leading to a natural resource advantage. Secondly, it is derived from the historical tradition and humanistic connotation of the products, resulting in a human history advantage. Given the diverse brand characteristics of GI agricultural products, enterprises face the question of whether to choose informational or emotional live content to effectively stimulate consumer behavior during live broadcast introductions. In light of this, the present study aims to explore the interactive effects of brand characteristics and live content types on consumers' purchase intention for different GI agricultural products. Additionally, it seeks to examine the mediating roles of product awareness and brand awareness in this interactive effect. Through situational experiments and analysis of secondary data, the study reveals that for GI agricultural products with a natural resource advantage, the use of informational live broadcast content is more likely to enhance consumers' purchase intention, with product awareness playing a mediating role. Conversely, for GI agricultural products with a humanistic and historical advantage, the use of emotional live broadcast content is more likely to boost consumers' purchase intention, with brand awareness serving as a mediating factor. This study expands the related research in the field of consumption behavior and direct marketing of geographical indication agricultural products, and has certain guiding significance for improving the direct broadcasting effect of geographical indication agricultural products, promoting the prosperity of geographical indication industry and local economic growth.