Online Shopping Intention And Its Influencing Factors Of Fresh Agricultural Products From The Perspective Of Consumers

Agricultural products are the basic guarantee for the people’s life. In the new period of transformation from traditional agriculture to modern agriculture, the supply of agricultural products and social stability and economic development will be a major event in a longer period of time. Due to the rise of China’s agricultural products of network consumption is relatively slow, of which there are still many problems, such as agricultural products network marketing platform construction is not perfect, the type of products is not complete, product price and quality is uneven, cold chain logistics service quality is not high, network sales and service quality not higher, these problems will be in a great extent hinder the circulation of agricultural products and the development of the agricultural industry. In recent years, the state has the problems of agriculture, rural areas and farmers as the core issue of the current economic and social development. Therefore, how to improve the efficiency of the circulation of agricultural products, promote agricultural sustainable and stable circulation will take a very important significance, which is studied in this paper. With the development of market economy, the opening degree of the market of agricultural products is more and more high, weakness of agriculture itself, and for a long time, the level of agricultural market in our country is low context, industrial development is bound to face severe challenges. But the rise and development of agriculture, the development of agricultural products market, the development of a new way. In the era of Internet, people can not only using the Internet get more information technology, can also through the data more accurate and timely grasp the information of fluctuations in the prices of agricultural products, so as to help on the supply and demand of agricultural products market docking, and agricultural production to control. Also in the e-commerce of agricultural products to promote the process of agricultural modernization, the use of Internet technology to provide convenient, greatly reduce the circulation of products, thus reducing the flow of costs, and increase the income of agricultural producers and operators. The huge number of population in China will also create a huge market space of agricultural business. In this new context, the use of modern network information technology, innovation network marketing strategy, and actively explore the market products, improve the competitiveness of China’s agricultural products, to solve the "three rural issues", building a new socialist countryside has great significance.Firstly to the domestic and foreign agricultural products business and consumer behavior literature were reviewed, and then to consumer awareness and the agricultural products supply and demand theory and construct the theoretical basis of this paper, and the establishment of the consumer online shopping behavior and analysis framework of fresh agricultural products empirical. In the form of the interview, a collection of Fuzhou urban part of the consumer data, using descriptive statistics and SPSS analysis software in the logistic regression analysis of two methods of analysis on the related factors were analyzed in detail. The results show that the majority of consumers for agricultural products online shopping the understanding degree, trust degree and evaluate the degree is not high, but to participate in agricultural products online shopping willingness of participation is relatively high, indicating that new patterns of consumption for many consumers have a certain appeal. Secondly, with online shopping intention for fresh agricultural products among consumers, most people can accept the fresh agricultural products online shopping is the premium level of agricultural products under the line is low. In addition, according to the empirical research conclusion, in personal and family factors of consumers, only has a significant effect on education factors on consumer purchase of agricultural products in intention; product attributes and market factors, product prices only online and offline purchase convenience factor has a significant impact on consumers of agricultural products online shopping intention the product quality, service attitude, platform publicity platform all purchase intention is not significant; while the online shopping platform and the main factors in the circulation of collaboration, got half of the verification, namely the circulation cooperative agent has a significant influence on the purchase intention, while the platform design on purchase intention is not significant; the factors of online shopping attitude and risk perception agricultural products, have not been fully verified, including trust and perceived risk through a significant test, and understand the extent and degree of evaluation. Experience is not significant.