The Studying On Factors Of Buying Organic Agricultural Products Online

China has become the fourth organic agricultural products big country, how to promote the healthy organic agricultural products industry of sustainable development has become one of the new ways to further deepen the reform of agriculture, solve the "three rural issues". Network buy organicagricultural products as a new consumption pattern is showing a trend of rapid development, however, as the emerging field of online shopping, organic agricultural products at home and abroad factors research, research from the angle of perceived risk and consumer research on the macro level, the lack ofempirical research on the micro level of the system.In this study, the characteristics of perceived benefits and perceived organicagricultural products online shopping channels combined, according to theorganic agricultural products network buy this special consumption patternquantitative empirical research on large. On the analysis of the network status,buy network purchase decision model, the network purchase factors, based on the related literature of organic agricultural products characteristics, combined with the current situation and influencing factors of the actual network buy organic products, put forward the relevant assumptions, and by descriptivestatistics, reliability and validity test, single factor analysis of variance, correlation analysis later, and Internet experience characteristics of individual consumers ascontrol variable statistical regression analysis. The results showed that theinterests and the network shopping channel characteristics of organic agricultural products perceived affect consumers’ purchasing behavior of organic agricultural products. Effect of the different degree of perceptual features, organic agricultural products online shopping channel characteristics of differentdimensions were produced to the consumer online shopping of agricultural products.Finally, based on the empirical research findings, the organic agriculturalproduct network marketing enterprises put forward suggestions and opinions on the corresponding, thought the enterprise marketing decision-makinginformation, In order to enhance the competitiveness of enterprises.