The Empirical Study Of Fresh Agricultural Factors Affecting Online Shopping Wishes

In recent years,with the rapid development of economicand network technology,the intelligent terminals relying on Internet technology after another,so,that a substantial increase in our network coverage.Network total spending doubling rising every year,only the first half of 2015,total retail sales network amounted to 1.614 trillion yuan,an increase of 48.7%;accounted for 11.4% of total retail sales.As of December 2015,the number of Internet users in China reached 874 million,the number of the total number of Internet users continue to occupy the world first.Number of Internet users compared to last year grew by 38.1%,among these users,53.7% of online consumer experience of the total.With economic development and upgrading of industrial structure,relying on the rapid development of Internet technology,e-commerce,especially micro-electricity suppliers are playing an increasingly important role in everyone's life.With the gradual development of micro-power business,living,convenience-oriented features became clear,which gave rise to the network to buy fresh produce.Fresh produce online shopping as a branch of online shopping,not only has the general characteristics of online shopping factors,but also the unique characteristics of their products.This Logistic on the international community generally preclude the admittance technology to have online shopping experience online shopping consumer wishes to make the following fresh produce research and analysis.Firstly,the net purchase of fresh produce current situation and problems of development,review the technology acceptance model.Secondly,from the perspective of factors,the degree of net purchases of fresh produce to build influence factor model is used to explore each factor is based.Fresh produce optimized online shopping online shopping using questionnaires influence factor method;influencing factors of consumer spending,there are two aspects of subjective and objective factors and objective aspects of the main consideration is the individual consumer characteristics,product attributes,site quality services and risk perception.Since fresh produce their own features and other product attributes of different products,so this website is provided both quality of service factors,but also adds a special external variable factors,product attribute factors.Meanwhile,the integration of all variable factors established measurement scales.Finally,the survey statistics,excluding invalid data,using SPSS19.0 were reliability analysis,validity analysis,model building,model validation through questionnaires,draw conclusions.