A Study On Consumers' Willingness To Do Online Shopping About Fresh Agricultural Products

With the rapid development of Internet technology and the popularization of computer,shopping online has become common in people's daily life.At the same time,the scale of people shopping by mobile phone is growing rapidly.E-commerce of fresh agricultural products is a new business model.It is increasingly entering into consumers' perspective and concern.The demands for products in different regions and different varieties of consumers become more than before.Consumers' intention of buying fresh products online will have a very important role in the process of development of e-commerce.The paper reviewed literature,based on the technology acceptance model and perceived risk theory,considering the particularity of the fresh agricultural products.This paper introduced the variables of perceived website attributes as an external variable,applying the perceived ease of use and the perceived usefulness as Mediator and establishes the measurement scale for each variable.It analyzed the various influences of the perceived website attributes,perceived risk,useful perception,easy perception and attitude of shopping online on consumers' purchase willingness.The results provided a new foundation for the research of intention influencing factors of consumers' on line shopping for fresh agricultural products.Based on a survey in Nanjing,the paper used the structural equation model to analyze the factors influencing consumers' intention for fresh agricultural products online.Through the analysis of the questionnaire,as well as the model validation,this paper drawn the following conclusions:(1)Consumers' attitude of shopping online directly influence the intention for fresh agricultural products online.(2)Fresh agricultural products of easy perception produce a positive impact on fresh agricultural products of perceived usefulness.(3)Fresh agricultural products of easy perception produce a positive impact on fresh agricultural products of online shopping attitude.(4)Fresh agricultural products of perceived usefulness produce a positive impact on fresh agricultural products online.(5)Perceived website attributes produce a positive impact on perceived risk.(6)Perceived website attributes produce a positive impact on easy perception.Finally the paper put forward some suggestions:to strengthen town advantages and to attract consumers,to improve perceived ease of use,to improve the efficiency of logistics distribution,to increase online shopping convenience,to reduce costs and market segmentation.