Research On Consumer Behavior Of Green Agricultural Products In E-commerce Platform

In recent years,with the development of society and the continuous improvement of people's economic level,consumers pay more attention to food quality.The emergence of many food safety risk incidents has further intensified people's concern about food safety.Many consumers are more willing to buy safe food from abroad,which also makes domestic demand for safe food weak.With the rapid development of e-commerce,consumers have become accustomed to buying goods from e-commerce platform.How to enhance consumers' awareness of green agricultural products,broaden the marketing channels of green agricultural products and enhance the competitiveness of green agricultural products through e-commerce platform has become a hot research topic.Firstly,the paper analyses the current situation and mode of green agricultural products industry development and green agricultural products e-commerce platform development from the macro aspect.Through the analysis of consumers' perception of green agricultural products,the consumers' perception of green agricultural products and the purchase of e-commerce platform is grasped.Secondly,from the micro point of view,the paper analyzed three main behaviors of green agricultural products consumers' consumption behavior on the electronic commerce platform,namely,information search and adoption behavior,purchase decision-making behavior and satisfaction evaluation behavior.Through the construction of theoretical research framework,the corresponding research models and hypotheses are put forward,and then the corresponding scales and questionnaires are designed according to the research hypotheses.Finally,the parameters are estimated and verified by structural equation model.Through the above research,the following conclusions are drawn.Firstly,from three aspects: the development status of green agricultural products,the development status and mode of green agricultural products e-commerce platform,and consumers' awareness of green agricultural products.China's green food industry is developing rapidly and its scale is increasing continuously,but the development of industrial structure and regional structure is not balanced.China's green agricultural production is still in a relatively inefficient "labor-intensive" production mode stage.At present,there are three main modes of green agricultural products e-commerce platform in China: comprehensive e-commerce platform mode,self-owned green agricultural products base + network sales platform mode,vertical green agricultural products e-commerce platform consumers pay more attention to food safety issues,consumers are not very familiar with green agricultural products and organic food.Consumers' understanding of green agricultural products information mainly comes from the Internet.Secondly,from the analysis of information search and adoption behavior of green agricultural products consumer e-commerce platform,the information search mode of green agricultural products consumer e-commerce platform is mainly divided into two ways: active search information mode and passive receive information mode.The process of information search for green agricultural products consumers in the electronic commerce platform can be divided into four stages: trigger stage,commodity retrieval stage,in-store information browsing stage and comparative evaluation stage.The main factors affecting the information search of green agricultural products consumers in the electronic commerce platform are consumer individual factors,task factors,green agricultural products factors,system factors,perceived cost and perceived risk factors.On the basis of technology acceptance model,this paper introduces the information ecological factors in the theory of information ecosystem to construct the influencing factors model of information search and adoption behavior.The results show that information elements,information person elements,information environment elements and information technology elements have a positive impact on the willingness to adopt information,while the willingness to adopt information has a positive impact on the behavior of information adoption.Finally,the conclusion of the study is discussed,and some suggestions are put forward for green agricultural products e-commerce platform and business information optimization.Third,from the consumers' green agricultural products e-commerce platform purchase behavior analysis.UTAUT2 model is used as the theoretical basis to construct the purchasing behavior of consumers' green agricultural products e-commerce platform.Performance expectation,effort expectation,social impact,perceived risk,platform information quality,price trade-off and promotion factors are taken as independent variables,online shopping intention as intermediary variable,online shopping behavior as dependent variable.A theoretical research model is built.The results show that "performance expectation","social impact","platform information quality","price trade-off" and "promotion factors" will positively affect consumer e-commerce platform green agricultural products purchase intention,and "perceived risk" will negatively affect consumer e-commerce platform green agricultural products purchase intention.Consumer e-commerce platform purchase intention of green agricultural products will positively affect the purchasing behavior of e-commerce platform.Finally,some suggestions on promoting the purchase of green agricultural products e-commerce platform are put forward.Thirdly,from the analysis of purchasing behavior of green agricultural products consumer e-commerce platform,this paper takes UTAUT2 model as the theoretical research foundation of purchasing behavior of green agricultural products e-commerce platform.Performance expectation,effort expectation,social impact,perceived risk,platform information quality,price trade-off and promotion factors are taken as independent variables,and online purchase intention is taken as intermediary variable.The behavioral dependent variable constructs a theoretical research model.The results show that "performance expectation","social impact","platform information quality","price trade-off" and "promotion factors" will positively affect the purchase intention of green agricultural products consumers in the e-commerce platform,and "perceived risk" will negatively affect the purchase intention of green agricultural products consumers in the e-commerce platform.Consumers' willingness to buy green agricultural products in e-commerce platform will positively affect the purchase behavior of e-commerce platform.Finally,some suggestions are put forward to promote the purchase of green agricultural products e-commerce platform.Fourthly,based on the CCSI model,this paper constructs the post-purchase satisfaction of green agricultural products consumer e-commerce platform by taking "platform business reputation","perceived quality","online shopping expectation","perceived value","online shopping satisfaction","online shopping loyalty" and "online shopping complaint" as the influencing factors.Factor theory model.The results show that "platform business reputation" will positively affect green agricultural products online shopping expectations,and positively affect green agricultural products online shopping satisfaction.Online shopping expectation will negatively affect online shopping satisfaction,positively affect the perceived quality of green agricultural products,and positively affect perceived value."E-commerce platform factor" will positively affect green agricultural products online shopping expectations."Perceived quality" will positively affect perceived value and online shopping satisfaction."Perceived value" will positively affect online shopping satisfaction."Online shopping satisfaction" will positively affect online shopping loyalty,and negatively affect online shopping complaints."Online shopping complaints" will negatively affect online shopping loyalty.Finally,some suggestions are put forward to improve the satisfaction evaluation of consumers' green agricultural products e-commerce platform.The innovations of this paper are mainly as follows: Firstly,as far as the research content is concerned,previous scholars focused more on the purchase decision-making behavior of agricultural products consumers online behavior,but less on the information search and adoption behavior before online purchase and satisfaction evaluation behavior after online purchase.At present,there is no research on the information search and adoption behavior and post-purchase satisfaction evaluation of green agricultural products in China.This paper divides the behavior of green agricultural products consumers into three stages: pre-purchase stage,purchase stage and post-purchase stage,and conducts in-depth research on the information search and adoption behavior,purchase decision-making behavior and satisfaction evaluation behavior of green agricultural products consumers in these three stages.Secondly,as far as research methods are concerned,firstly,this paper applies information ecology theory to the research of agricultural products for the first time,and constructs a model of influencing factors of green agricultural products consumers' information search adoption behavior,which is verified by empirical analysis.Secondly,this paper uses the integrated technology acceptance model(UTAUT2)with higher explanatory effect to study consumers' purchase decision-making behavior of green agricultural products e-commerce platform,and modifies the model through empirical analysis,which adds information quality factors of the platform and eliminates effort performance factors.Finally,based on the Chinese Satisfaction Index model and combining with the characteristics of green agricultural products,this paper constructs the influencing factors model of consumers' post-purchase satisfaction of green agricultural products e-commerce platform,and modifies the model to increase the reputation of platform merchants and e-commerce platform factors.Through empirical analysis,it is found that the reputation of platform merchants will positively affect online shopping expectations and e-commerce satisfaction,while e merchants will positively affect online shopping expectations and e-commerce satisfaction.Platform factors only positively affect online shopping expectations,but have no significant impact on online shopping satisfaction.