Study On The Consumer’s Purchase Intention Of Fresh Agricultural Products In E-commerce

Benefited by rapid penetration of the internet and policy support,China’s electronic business of agricultural products with huge market potential has dramatically improved.However,the field is still facing many difficulties such as how to increase consumer’s purchase intention,the key point to affect the e-commerce transactions.Therefore,the purpose of this essay is to find out what can affect consumer’s purchase intention and how the intention works on the development of agricultural e-commerce.This essay analyses the available published documents on domestic and foreign fresh agricultural products e-commerce and the consumer behavior,thus explores the effects of the consumer’s purchase intention on fresh agricultural products e-commerce.Based on consumer behavior theory,the TAM model and the characteristics of fresh agricultural products e-commerce in China,the study constructs the influence factors model of consumer’s Purchase intention on fresh agricultural products e-commerce,and collects the relevant data by online and offline questionnaire surveys.Several methods such as SPSS statistical analysis software,the descriptive analysis,the reliability and validity test,factor analysis and AMOS are involved as well to support the research.The research indicates that E-commerce of fresh agriculture products has not yet gained ground in Zhangzhou city even though the market has steady demand.Customers are willing to buy online if services including quality of products,shipment and website services are satisfied,but they still can make wise decisions when encountering overwhelming online information.At the end of the paper,advices are also provided to help the E-commerce of fresh agricultural products in Zhangzhou development in the future.