An Empirical Research On Factors Influencing The Consumers’ Agricultural Products Online Purchase Based On The UTAUT Model

With the rapid development of electronic commerce in our country, the network shopping grows rapidly and is gradually becoming a mainstream consumption model. In such circumstances, China’s traditional agricultural trade pattern enters into e-commerce which is a new marketing channel and agricultural products online shopping has gradually become a new way of consumption. Apart from the nature of agriculture itself and the traditional consumption habits, consumers’ own factors are also related to the development condition of agricultural products online purchase. Their cognition and attitude produce a direct impact on the use of agricultural products online purchase. Therefore, with the help of empirical study this article analyzes the main influence factors of consumers’ agricultural products online purchase.Firstly this paper introduces the background of the agricultural products online purchase, and then makes a brief introduction to the related theory. Next,based on the UTAUT model, we build a new research framework and regard performance expectation, effort expectancy, social impact, consumers innovativeness and promote conditions as the core factors which influence consumers’ agricultural products online purchase and propose the corresponding assumptions. Finally, through the form of questionnaire we launch the research among some consumers in our country and obtain264valid samples. With the help of AMOS research model is analysed and model modification is proceed.The empirical results show some outcomes as follows. Effort expectancy plays a significantly positive influence on consumers’ willingness to buy agricultural products via the channel of shoping online. Performance expectations, contributing factors and usage intention play a significantly positive influence on consumers’ behavior of agricultural products online purchase. Social influence and perceived risk’s influence on consumers’ willingness to use agricultural products online purchase was not significant. In order to promote agricultural product online stores to meet the needs of the consumers and improve the network of agricultural products trading,some suggestions and references are put forwarded.