Fresh Agricultural Products Consumer Research To The Influential Factors Of Online Shopping Intention

Fresh agricultural products is one of the essential material guarantees in people's lives,and plays a very important role in people's lives.In the rapid development of the Internet economy today,more and more industries continue to use the Internet technology to seize the market,joined the ranks of e-commerce,expand production scale,extend the industry's influence.Fresh agricultural products industry will not miss the opportunity of the Internet,fresh agricultural products came into being.However,the current online purchase of fresh agricultural products for consumers also belong to a new consumption model,to understand the impact of fresh agricultural products consumers online shopping will affect the factors that are conducive to consumer psychology research results rich,on the other hand for the enterprise The practical operation provides a favorable guide and reference.First of all,assuming that the seller image,convenience,product attributes,packaging and logistics,price discounts and online shopping psychology of these six factors will affect the fresh agricultural consumer online shopping will,and the establishment of hypothetical model.Then,a questionnaire on the influencing factors of online shopping intention of fresh agricultural products consumers was designed on a certain theoretical basis.Then,questionnaires were collected and questionnaires were collected.The reliability questionnaire was analyzed and analyzed by reliability validity analysis,regression analysis,factor analysis,Correlation analysis and other combing processing tools to analyze these data,demonstrate the hypothesis model of scientific and practical.After a series of data analysis and demonstration,the seller image,convenience,product attributes,packaging and logistics,price discount and online shopping psychology of these six factors is the impact of fresh agricultural products consumers online shopping intention,and consumers online shopping fresh There is a significant correlation between the willingness of agricultural products,among which the influence of product attributes is most significant.In the six influencing factors that affect the willingness of online consumers of online shopping,the corresponding countermeasures and suggestions are put forward to improve the online shopping intention of fresh agricultural products consumers,namely,pay attention to the brand to improve the corporate image,improve the customer service system to streamline the purchase process,Packaging selection of scientific distribution methods to protect product quality focus on product safety,to explore consumer demand to cultivate the market,reduce the cost of reducing product prices.