The Empirical Study Of Fresh Agricultural Factors Affecting Online Shopping Wishes

With the development of e-commerce and the policy support from the state, more and more industries have taken part in the e-commerce, and fresh agricultural products are no exception. The e-commerce of fresh agricultural products, as a part of online shopping, is generally affected by both the general factors of online shopping and the products’ own specific factors.In this paper, Technology Acceptance Model (TAM), which is the most simple and internationally generally accepted model to strongly explain the fact, is used to analyze the influencing factors of fresh agricultural products online shopping.Firstly, the development status and existing problems of fresh agricultural products online shopping are analyzed. The TAM and the theory of perceived value are reviewed. Secondly, from the perspective of perceived value, the influencing factors-model of fresh agricultural products online shopping is built based on the TAM to explore the impact on consumer online shopping intention. According to TAM of fresh agricultural products online shopping factors,the questionnaire is designed, tested and optimized before investigation; from an objective point of view, the main factors affecting consumers are the quality of the website and the attribute of the products. Since the features of the agricultural products are different from other products’, this paper not only considers the impact of the site quality, but also innovatively adds the product attributes as an external variable, applys the perceived ease of use and the perceived usefulness as Mediator, and establishes the measurement scale for each variable. Finally, the questionnaire data is obtained through questionnaires star, the reliability and the validity of questionnaire data are analyzed using SPSS21.0, and the established model is verified applying the structural equation theory.By analyzing the questionnaires and verifying the model, the conclusions are as follows: (1) Affecting perceived usefulness and perceived ease of use factors, information quality and delivery quality is the most intense, followed by service quality and system quality.(2) The product attributes is one of the strongest factors in the affecting factors of perceived ease of use and perceived usefulness.(3) The perceived ease of use significantly positively impacts the perceived usefulness and weakly affects the will of online shopping, and the perceived usefulness has a significant positive impact on the online shopping intention.According to the above conclusions, some management recommendations for fresh e-commerce merchants are provided as the following:improve site quality to make consumers feel the comparative advantages of online shopping channels; ensure product quality to strengthen consumer confidence in the online business; increase customers’perceived usefulness and improve customers’loyalty.