Investigation And Research Of Customers' Online Shopping Needs And Behaviors-Case Study Of Fresh Agricultural Products

The e-commerce of agricultural products can overcome the limitations of time and space,provide timely market information for farmers and agricultural enterprises,solve the information transmission in the process of the agricultural products' production and circulation and solve the high cost,high risk and poor means of the traditional agricultural products' transaction,therefore,the development of e-commerce of agricultural products has great significance to improve the farmers income.This paper conducted a study about consumers' needs and behaviors of online shopping for fresh agricultural products,summarized the characteristics of consumers' online shopping needs and behaviors of fresh agricultural products,and put forward targeted measures in the light of these characteristics.This paper firstly summarizes the relevant domestic and international research about agricultural e-commerce,including basic research,development status and measures research,technology research,model research and empirical research,and then briefly reviews the relevant theories of agricultural e-commerce,summarizes the source status,trasmission status and the sales status of current agricultural product.Then,through online questionnaires,investigating the reasons,approaches,equipments,methods of payment,frequency,time,and satisfaction about customers' online shopping of fresh agricultural products,and conducting statistical analysis according to the survey of consumers' online shopping for fresh agricultural products needs and behaviors.It founds,at present,the market penetration of fresh agricultural product e-commerce is low,income influence customers' decisions about whether to buy fresh agricultural products.Finally,based on the results of this investigation,put forward the development measures for fresh agricultural products' e-commerce from the characteristics of customers'needs,behaviors and personalized features,to provide reference for the development of agricultural e-commerce and the agricultural website in China.