| With the developing of the logistic and Internet of Things, the fresh agricultural products have become the netizens’new shopping choice with the support of the internet platform. They could easily access to the fresh quality vegetable and meat products in a reasonable price through the online purchasing. However, according to the surveys, only20%of the participants had the experience of purchasing fresh agricultural products. It’s still risky for online agricultural products purchasing due to the imperfect quality inspection system, lack of business credits, undeveloped cold chain logistics. As a result, consumers are hesitated to buy online agricultural products. How to create customers and keep customers is a key marketing factor in the emerging E-commerce market. It’s a matter of concern that to study the consumers behaviour and find out the related solutions in order to facilitate the development of the E-commerce of the agricultural products.In this study, the data mining theory was applied to the research, and targets were the customers that have online shopping experience. Moreover, the targets were taken under studying and analyzing by being segmented into two groups:the valued potential customers and the current customers, in terms of the perceived risks of the fresh agricultural products online shopping. First, based on the classification/prediction model, used CLEMENTINE to analyze the data,the potential customers were data mined in order to find out the most valued ones and analyze them. Second, based on the risks perceiving multidimensional model, used SPSS to analyze the data, the valued potential customers and current customers were analyzed and compared in order to conclude the risk reduction solutions that the both groups are favoured in terms of eight dimensions:time risk, psychological risk, financial risk, functional risk, privacy risk, delivery risk, physical risk, and service risk.The conclusion can be draw as following:(1) The male consumers who are under30years old and spend at least51RMB monthly in average with3years online shopping experience are the most valued potential customer.(2) Overall, the valued potential customers appear to have higher comprehensive perceived risks than the current customers.In accordance with the value of the perceived risks factor in descending order, the perceived risks of the valued potential customers are as following:psychological risk health risk, logistics risk, privacy risk, financial risk, time risk; while the perceived risk of the current customers are:time risk, product quality risks, psychological risks, privacy risks, financial risks and delivery risk.(3) In accordance with the value of the risks reduction factor in descending order, the risk reduction solutions that the valued potential customers prefer are choosing the platform that has higher logistic service level; that acquires service guarantee; that has higher brand reputation; and has easier access to the information. The solutions that the current customers prefer are choosing the platform that has safe transaction guarantee; has higher brand reputation; has easier access to the information; has higher logistic service level; and has the quality guarantee. |
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