The Research About Electronic Commerce Of Agricultural Products From Consumer’s View

Electronic commerce of agricultural products is experiencing the most violent development now. However, there is still some obstacles to solve, otherwise it won’t achieve rapid development at high levels. To support this industry’s development theoretically, this paper, from consumers’ view, analyzed the major problems, affecting factors, prospect of the market etc.First of all, we briefly introduced the theory of consumers’ behavior, especially the decision-making, and summarized domestic studies about electronic commerce of agricultural products.Then we presented current status about electronic commerce of agricultural products, and analyzed the three characters:conventional e-business is setting their foot in agricultural product, e-business and express delivery is penetrating each other, and agricultural producer is marching towards e-business. Besides, we briefly introduced the development overseas.In the main part, based on consumers’ behavior, affecting factors in consumers’ willingness and behavior in behavior modes of consumers, we classified and extracted the affecting factors of consumers’ willingness and behavior in electronic commerce of agricultural products, designed questions about consumers’willingness and behavior in electronic commerce of agricultural products, and devised the survey according to the convenience of consumers. By statistically analyzing the survey data, we concluded that:online experience and willingness and behavior in electronic commerce of agricultural products are highly relevant. The quality, security, freshness maintenance, transport and price directly affect willingness and behavior. About affecting factors of online shopping of agricultural product, those interviewees who have online shopping experience of agricultural product are relatively highly satisfied, which means that there’s large potential in electronic commerce of agricultural products.At last, we proposed some advices to e-businessmen of agricultural product and government e-business provide more online experiences, build up the whole cold-chain system, and improve the grading criteria of agricultural products. The government should support large scale management of agriculture, speed up the infrastructure of rural network and relevant facilities.