Research On Customer Preference Model Of Agricultural Products Network In Yunnan Province

After the development of electronic commerce in recent years has become the field of network marketing new blue sea,Yunnan Province due to the superior ecological environment and a variety of climate and topography,making Yunnan Province in the plateau characteristics of agricultural products obvious advantages,for the development of agricultural network e-commerce Work has a very superior resource advantages.In order to better understand and grasp the Yunnan agricultural products network customers in the online shopping Yunnan agricultural products preferences,it is necessary to affect the Yunnan agricultural products network customer preferences factors to facilitate the better conduct of agricultural marketing work.To this end,this paper mainly from the theory of preference,customer cognitive value theory and consumer behavior theory point of view,based on quality factors,safety factors,price benefits and convenience factors to explore the impact of Yunnan agricultural products network customer preferences factors The Based on the factors of quality factors,safety factors,price gains and convenience factors as the forecast variables,the network customer preference cognitive value as the mediator variable,the network customer preference as the result variable to build Yunnan agricultural product network customer preference influencing factor model and put forward the research hypothesis verification.In the analysis process,we mainly use SPSS 19 to analyze the reliability and validity of the questionnaire,And then through the collected questionnaire data to carry out the confirmatory factor analysis of the research model;Finally,the test hypothesis and model fitting and correction,and on this basis,put forward marketing recommendations.According to the research results,the quality factors,safety factors,price gains and convenience factors have significant positive effects on the cognition value of Yunnan agricultural products network customers.Quality factors,safety factors and price gains have a significant positive impact on the preference of agricultural products in Yunnan Province.Facilitation factors have a direct positive impact on the preferences of agricultural products in Yunnan Province,but not significant.The cognition value of agricultural products in Yunnan Province has a significant positive effect on the social preference of agricultural products in Yunnan Province.At the same time,it is found that the cognition value of Yunnan agricultural product network customers plays an intermediary role in quality factors,safety factors,price gains and convenience factors and the preference of agricultural products in Yunnan Province.And Yunnan agricultural products network customers due to age,gender,education,occupation and income,etc.,showing a different preference.