The Research Of The Influential Factors On Consumers' Agricultural Products Online Purchase To O2O E-commerce Model

With the comprehensive promotion of China's economic and social level, the rapid development of network information technology, information security guarantee system has been perfect, small and medium-sized enterprise informationization service system is gradually established, the informationization and the combination of industry, agriculture has become more and more closely. But China has been the agricultural country, agricultural sales was considered inappropriate in the electronic business platform O2 O agricultural products are different from other industries,which is currently at home and abroad, and no mature experience can copy, many companies are in the stage of trial and error, So consumers know about the "online and offline" the feeling of this new way to buy agricultural products and view is particularly important, through research to find factors that influence consumer purchase intentions this mode of agricultural products, for the promotion of companies and businesses to carry out precision marketing is important.Firstly, through the relevant literature and consumer behavior theory to sort out the review, according to the research priorities and network characteristics and properties(interactive) purchase of agricultural consumers O2 O model constructed research model in this paper, and put forward research hypothesis for this study.Secondly, Through the way of questionnaire survey, this paper collected a total of 282 valid questionnaires samples, which is using SPSS22.0 software and AMOS21.0 hypotheses to test and verify the theoretical model, and ultimately get the following conclusions: If there is a need consumers are willing to try online shopping O2 O platform of agricultural products, but interest in the net purchase of agricultural products is not very full; under O2 O mode performance expectations will positively affect the willingness of consumers online shopping agricultural products, the greater the impact of the effect of female consumers, and online shopping for produce high frequency of consumption by greater impact effect; efforts will positively affect the willingness of consumers expect net purchase of agricultural products; interactivity will positively affect the willingness of consumers online shopping agricultural products, and for consumers innovative low impact consumers greater effect; contributing factors positive impact on consumer online shopping behavior of agricultural products, agricultural products affect consumer willingness to online shopping online shopping behavior of agricultural products is significant.Finally, conclusions based on empirical analysis of several marketing recommendations for reference:(1) Enterprises should constantly improve online information and categories of the agricultural products, add more and better O2 O platform service model to enhance consumers' performance expectations.(2) The enterprise should optimize the O2 O platform online shopping system, and improve the user experience, so that efforts to improve consumers' expectations.(3) Enterprises should constantly strengthen interact with the consumers by online and offline, reasonable use each other online and offline ways of drainage, which will increase the trust of consumers.(4) From the aspects of contributing factors, the safety and quality of agricultural products assured, a variety of media and advertising, differentiation, personality service of agricultural products, the rationalization of distribution scheme, which will improve the willing of consumers shopping agricultural products.