Reception Study On Consumers Of Agricultural And Sideline Products E-Business Platform

Currently E-business is the most popular way in the field of ‘Internet + agriculture’. For the huge market potential and the rapid penetration of ‘Internet + ‘policy support, agricultural products E-business are developing very fast. Although the e-commerce of agricultural products developed fast, domestic agricultural electricity business profitability is not optimistic, now the numbers of current agricultural e-business platform close to 4000, but only 1% of which can be profitable, e-business platform of agricultural products in the process of the electronic commerce development still exist many problems.This paper will be based on the TAM theory, and take e-business platform of agricultural products as the research object. Use empirical research way as the main method, in-depth interviews for the auxiliary way, pay attention to agricultural products e-commerce platform consumer’s behaviors, from the consumer’s cultural factors, social factors, personality factors and psychological factors. Then analysis the data, to get a further understanding of he characteristics of consumers’ behaviors, then provide suggestions for the development of e-business platform of agricultural products, from the view of countermeasures.