| After entering the 21st century,with the rapid development of network communication technology with the rapid development of the Internet has gradually penetrated into all aspects of people's daily lives,an indispensable part of people's lives.Online shopping has become one of the important shopping channels that people can not do without daily life.The rapid development of mobile communication technology and the popularization of mobile intelligent devices have led to the development of mobile payment function.With the improvement and popularization of mobile payment function,"offline purchase,online payment" has gradually become a new extension of the traditional online shopping model.Although online shopping has been so convenient and popular,but the tropical fruit e-commerce market development has been relatively slow.In addition to tropical fruit with fresh fruit at room temperature under the shelf life of short,perishable deterioration of the general characteristics of the cost of storage and transportation is relatively high,the consumer will not be strong online shopping,online shopping tropical fruit consumption habits have not yet developed,tropical Fruit online shopping is not high demand is also worthy of attention.The research on the influencing factors of consumers' willingness to purchase tropical fruits is partly related to the development of tropical fruit network sales market,which has strong practical significance.This article will focus on exploring the factors that affect consumers' willingness to purchase tropical fruits.Through the review and review of the research results in related fields,this paper has excavated a more mature theoretical basis,including the theory of planned behavior,consumer perceived value theory,consumer perceived risk theory and technology acceptance model theory,and constructed the consumption A Theoretical Model Framework for the Influencing Factors of Online Wishing Tropical Fruit.On the basis of that,this paper makes an empirical analysis based on the data obtained from the research on the influencing factors of the purchase of tropical fruits in the period from March 2016 to September 2016,and explores the "consumer" "The perception of online shopping tropical fruit," "consumers perceive the usefulness of online shopping tropical fruit,""consumers perceive ease of use of online shopping tropical fruit," "consumers perceive the risk of online shopping tropical fruit," " Fruit perceived value "between the five influencing factors and the consumer online shopping tropical fruit willingness between the existence of the relationship between,as well as adjust the variable" shopping site quality of service"between them to adjust the effect.The results show that there are significant negative effects on the willingness of consumers to purchase tropical fruit,but the other four variables have a significant positive impact on consumers' willingness to purchase tropical fruits.In addition,the "shopping site quality of service" in the "consumer online shopping tropical fruit attitude","consumer online shopping tropical fruit perceived value," the two influencing factors and consumer online shopping tropical fruit willing to adjust the role between the significant,And in the other three influencing factors and consumers online shopping turtles will have a significant effect between the adjustment.Finally,based on the conclusion of the study,this paper puts forward the following specific suggestions on how to increase the willingness of online shoals to stimulate the purchase of tropical fruits,expand the scale of tropical fruit network transactions and promote the development of tropical fruit electric business:(1)to increase the "online shopping tropical fruit" propaganda;(2)to strengthen the design of the platform for the optimization of electricity providers;(3)to strengthen the promotion of electricity business platform;(4)to enhance product quality assurance;(5)to establish a sound trade security system. |
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