Study On The Influence Factor Of Consumers' Willingness Of Online Purchase Geographical Indication Of Agricultural Products

Geographical indications of agricultural products,as the characteristic agricultural products of a region,which is of location advantage prominent,immense economic potential and culture massiness.At the moment,while the numbers of such developments are relatively small,the potential markets is large.Especially for networking market,GIAP is virgin territory,waiting to be exploited,together with the safety incidents of agricultural products happen frequently recently,which makes GIAP to get every reason about new opportunities for the development.In this paper,in the light of the influence factors of consumers purchase geographical indication of agricultural products online,Based on online survey questionnaire data,applied Technology Acceptance Model,Theory of Planned Behavior and Expectation confirmation Theory,the paper uses the popular SPSS software to carry out reliable analysis,describing analysis,and received that central tendency and strength of association when consumers purchase geographical indication of agricultural products online First,this paper analysis to test the factors dimension affecting consumers' willingness of online purchase geographical indication of agricultural products online through factor analysis.Then the paper determines the correlation strength between major influence forces and the consumers' willingness of online purchase geographical indication of agricultural products through correlation analysis.Finally,according to theoretical structure model using multiple linear regression to analysis causal relationship and influence degree between the influence factors of consumers' willingness of online purchase geographical indication of agricultural products like perceived usefulness,perceived ease of use,subjective norm,trust preference,perceived risk and consumer expectation and consumers' willingness of online purchase geographical indication of agricultural products.The main conclusion as follow:(1)Perceived usefulness,perceived ease of use,subjective norm,trust preference,perceived risk and consumer expectation has a direct positive effect on the consumers' willingness of online purchase geographical indication of agricultural products.(2)Consumer expectation influences the consumers' willingness of online purchase geographical indication of agricultural products very much.However,subjective norm has little effect on the consumers' willingness of online purchase geographical indication of agricultural products.(3)The effect of perceived risk on the consumers' willingness of online purchase geographical indication of agricultural products is not significant.That means the consumers' willingness of online purchase geographical indication of agricultural products strong or not has nothing with perceived risk.Therefore,in the online sales of geographical indications of agricultural products,we must increase publicity efforts to foster consumer awareness of innovation and consumer awareness,and enhanceconsumer awareness of the utility,and constantly improve the technical means to protect the safety of consumer shopping.