Research On Influencing Factors Of The E-Commerce In Shanxi Featured Agricultural Products

Shanxi Province is not a major agricultural province conventionally. But Shanxihas an important position、climatic conditions、cultural human environment and so on,which cultivated featured agricultural product. With the popularization of InternetE-commerce and M-commerce, The combination of the distinctive agriculturalproduct and E-commerce has become an important way to change the agriculturaleconomic growth in Shanxi. At present, the development of farm productE-commerce in Shanxi is still at the stage of the start. There was a gap in contrast torich regions, and there was also many factors affecting its progress, which includesthe participants in a transaction、traded farm product、long-lived transaction、tradingplatform and so on. On the basis of consumer’s motivation, Most experts haveacquired some achievements. Consumers have always been a significant segment inE-commerce trade,which their willingness to make purchases will directly influenceE-commerce trade activity.From the perspective of consumer’s point, The paper mainly discussedaffecting factors of the electronic commerce development and on the basis of aliterature review of related research area. The paper analyzed present status of theE-commerce development, and proposed the influencing factors from the perspectiveof consumer’s point. The present study is an empirical research by way of aquestionnaire survey to collect data and use the mathematic methods of the factor、themethod of regression.This study finds that the development of E-commerce service platform factor、E-commerce environment factor、 E-commerce business factor and E-commerceproduct factor have really a significant impact on willingness of users to buy.Therefore, in the paper can draw a conclusion that the area should focus on theinfrastructure、 keep a E-commerce environment secure and strengthen thedevelopment of agricultural products. To promote the development of theE-commerce in Shanxi agricultural products, the area should try to break through it.