Research On Shanxi Agricultural Products E-commerce Development And Influence Factors

Shanxi province, with its unique geographic location, climate and cultural environment, is beneficial to the characteristic agricultural products development. With the rapid development of electronic commerce and internet technology, the combination of characteristic agricultural products and e-commerce technology is an important way for future sales of agricultural products in Shanxi Province. At present, the development of e-commerce in agricultural products in Shanxi Province is not yet mature, and there is a big gap compared with the developed regions. Trading participants, agricultural product categories, environment and platform are the factors that affect the development of e-commerce of agricultural products in Shanxi Province. The most influential factors are consumer preference and purchasing behavior.In this paper, based on the analysis of the previous research on agricultural products, we study on the current situation and problems of the development of characteristic agricultural products in Shanxi province. The data were statistically analyzed by the questionnaire, and the relevant empirical research was carried out by using the regression analysis method. The results show that the main factors that influence consumers’ purchasing behavior include the types of agricultural products, e-commerce platform and e-commerce environment and so on. After researching the problems in the development of e-commerce of agricultural products in Shanxi Province, it is concluded that e-commerce of characteristic agricultural products in Shanxi Province should focus on the development of characteristic agricultural products, e-commerce platform, development environment, companies service quality.