An Empirical Study Of The Consumer Purchase Intention Of Online Fresh Agricultural Products

With the progress of science and technology and the improvement of people's living standard,online shopping has become an indispensable part of people's lives,the national support of the Internet,makes the increase in the number,various industries have also begun to join the ranks of the electricity supplier,fresh electricity as a new thing has gradually entered people's life,start get people's attention.Online shopping for fresh agricultural products are affected by many factors,correctly handle the various factors and the relationship between the consumer purchase intention,whether it is the development of fresh electricity supplier,or the later research in this area,it has an extremely important significance.Based on the technology acceptance model and perception theory as the theoretical basis,using empirical research methods,constructs a theoretical model,put forward relevant assumptions,using the Likert seven scale questionnaire to collect data,data processing and analysis by SPSS22.0,first analyzes the reliability and validity of the data and to ensure that the data obtained is valid,it also affects the better analysis of the impact of various factors on consumer purchase intention,the factor analysis of consumer expectation,consumer characteristics,fresh electricity supplier network station quality and consumer perception,thus draws the following conclusion:First,the factors have a significant positive impact on consumer online shopping fresh agricultural products are consumer dining,cooking frequency,Internet convenience,online shopping,online shopping experience,perceived usefulness and ease of use of online shopping.Second of consumers online shopping,fresh agricultural products have no significant influence factors of consumer expectations and distribution efficiency,expected product prices,the desired product freshness,the desired product quality and safety,fresh electricity supplier website information quality,fresh electricity supplier website service quality,fresh electricity supplier website informationreliability,fresh electricity supplier website security as well as consumers of online shopping perceived risk.According to the conclusions,at the end of the article,some suggestions on the development of fresh business enterprise of fresh business enterprise to improve several aspects of positive effect on consumers' online shopping intention for fresh,but no significant effect cannot be ignored,in short,can not ignore any impact on consumer online shopping fresh willingness,this fresh can get fast development in the electricity industry.