The Online Shopping Satisfaction Of Ruaul Areas In Hebei Province Survey Report Based On SEM Model

Based on the first hand data of 3500 farmers in 11 cities in Hebei Province, this paper uses descriptive statistics analysis and structural equation modeling to investigate the situation of rural online shopping in Hebei province. Author in refers to the domestic and foreign scholars on the basis of the measurement of online shopping satisfaction, combined with the actual situation of Chinese farmers design evaluation in rural areas of online shopping satisfaction table, covering 7 latent variables, a total of 27 items, and further design the formation of rural online survey questionnaire. Through the pre survey, revise and improve the questionnaire, calculate the final sample size, and the use of SPSS13.0 and Amos17.0 to design the amount of table to test the validity and reliability; using a combination of multi stage sampling, pure random adoption, systematic sampling and cluster sampling method of 3500 farmers into the questionnaire. The survey data, the respondents divided into no online shopping experience and have online shopping experience two groups, in view of the two groups were carried out descriptive statistics analysis, and to experience online shopping population in the construction of a SEM model, the online shopping satisfaction analysis.Survey data show that in Hebei Province is less than half of the net in the experience of the number of farmers, significantly lower than the proportion of online shopping in the city; no online shopping experience most farmers older, low cultural level, low income; farmers in online shopping experience for partial young population, a higher cultural level, higher income; the lack of the majority of rural network infrastructure, mainly rely on their own to install broadband, the high cost of farmers online shopping; Hebei Province regional agricultural website construction and rural development of electronic commerce is slow, both of which did not play role in the real; part of the relevant government departments of rural e-commerce value is less, the dissemination of agricultural information appears fault phenomenon. SEM analysis showed that commodity price and quality, logistics and distribution and network security of farmers satisfaction in online shopping has direct positive influence; sales and service network infrastructure for online shopping satisfaction did not directly affect, but by influencing the farmers’ perception and an indirect effect on satisfaction. According to the survey found that the problem, this paper puts forward the four point proposal: greatly improve the information quality of the peasants, training business talents in the rural areas; second is to speed up the rural electricity infrastructure, farmers to reduce the cost of online shopping; the third is based on the characteristics of the region built characteristic agriculture business sites and platforms; the fourth is related business websites should be increased to the satisfaction of the rural market.