Research On Influencing Factors And Countermeasures Of Intention To Buy Fresh Produce Online

With the rapid development of Internet information technology,online shopping has become the main expenditure item.Net purchases of fresh agricultural products as a new things for online shopping market,is increasingly into the consumer's vision and cause for concern.It is of great practical significance to study the willingness of consumers to purchase fresh agricultural products and its influencing factors.This paper focuses on the net purchase of fresh agricultural products,Based on the theory of planned behavior and Technology Acceptance Model,Based on the consumer perspective,this paper constructs the model of the relationship between the individual characteristics of consumers,the attributes of agricultural products,the service quality of online shopping platform and the purchase intention,And through qualitative analysis and quantitative research to explore the relationship between the variables in the model.In a 289 survey of consumers online shopping fresh agricultural products questionnaire data for the study sample,using SPSS software on consumers' individual characteristics,agricultural product attributes,and purchase intention of online shopping platform service quality is the main factor analysis,descriptive statistical analysis and regression analysis,and the research hypotheses were tested.The results showed that consumers in the individual attributes(gender,education level,monthly income,age,online shopping trust),in agricultural products(quality,safety,freshness)and online shopping platform(information quality,system quality and service quality)has a significant positive impact on online shopping intention of fresh agricultural products.The age of consumers,the price of agricultural products has a negative impact on the willingness of online shopping.There is no significant contribution to the explanatory variables in the individual characteristics of the profession,the Delivery quality of the website platform serviceIn view of this,this paper combines with the conclusions of the research and the status of Fresh electricity supplie Market in China,Putting forward the views and suggestions for the development of electricity providers,In order to help fresh electricity supplier operators in the fierce competition in the market to develop a good marketing strategy,to establish their own competitive advantage...