Research On Channel Selection Problem Of Purchasing For Fresh Vegetables

As a big agricultural country,China’s agricultural products has been the subject of concern in recent years,and the circulation and channels of fresh agricultural products are also the focus of attention.With continuously promotion of "CCIS" and vigorously development of fresh electricity,the structure of China’s fresh vegetable terminal channels is changing constantly,also terminal channels are more competitive than ever.At the same time,the domestic economy is growing rapidly,people’s consumption concept is also changing due to the unceasingly improvement of people’s living standards,therefore,consumers’ demand is in diversification.In this environment,the selection of channel which people purchase for fresh vegetables may be complex.At present,the research on consumer multi-channel selection is mainly focus on online channels and offline channels.And Most of these researches are centered on electronic digital or clothing products,while the study of fresh products channels is relatively less.Obviously,product attributes of fresh agricultural products are not the same to,so the conclusion of channel selection researches whose main subject is 3C digital products or clothing may not be true of fresh vegetables.As we all know,fresh vegetables are one of the major agri-product purchased by consumers.Therefore,we will study the consumers’ channel choice of fresh vegetables based on previous studies of consumer behavior and multi-channel selection.In this paper,by reviewing and combing the relevant theories,a theoretical model of fresh vegetable channel selection is constructed and relevant assumptions are purposed.Moreover,based on the questionnaire,we analyze and validate hypothesis by using SPSS and AMOS to process the data,and then such conclusions have been drawn as followings:(1)At present,the main channel of buying fresh vegetables is still offline channel,and farmers market is the primary choice of these channels;(2)Consumer characteristics,product factors,channel factors and situational factors have significant influence on consumers’ decision-making satisfaction;(3)Consumer characteristics,product factors,channel factors,situational factors and decision-making satisfaction have significant influence on their channel selection;(4)Decision-making satisfaction plays an intermediary role in the relationship between purchasing experience,perceived risk,product factor and channel factor and channel selection,which fully mediate the influence of purchasing experience,perceived risk,channel factor on channel choice and which plays part mediating role between product factors and channel selection.In addition,decision-making satisfaction doesn’t play an intermediary role in the relationship between situational factors and channel selection.Finally,according to the previous analysis and conclusions,we’d like to present some advice to the terminal merchants of fresh vegetables,and then point out the shortcomings of this paper and the prospect of the future.