Research On Agricultural Products In C2B Mode Of Consumer Buying Behavior Influence Factor Analysis

In recent years,agricultural products unsalable problems often occur.As an agricultural country,the development of agriculture has been attracting the attention of the government.Agricultural products unsalable problem is one of the focus problem.Farmers plant products are not sell,hard by middlemen bargain,result in less income,hit the enthusiasm of farmers to grow greatly.Is the main reason of the agricultural products unsalable: on the one hand,farmers unable to grasp the market information,don't know the market price,the market positioning is not accurate;On the other hand,farmers could not get information about consumer demand.They don't know how to plan a good cultivated varieties and quantity of next year.The sales channel is single.With the development of the Internet,agricultural products also took to the Internet age.C2 B e-commerce model can better solve the above problem.C2 B model was initiated by the customer side.Customer will dock their needs directly with producers,production and sales information symmetry.C2 B model can realize agricultural products to booking.They will be released information in advance,and then according to the market demand for the goods,so as to solve the traditional electronic commerce of the high cost of storage,inventory problem of difficult to digest.Based on the above points,this article from the perspective of consumer behavior analysis in C2 B mode and what factors can influence consumers to buy agricultural products.This article first to the C2 B e-commerce,agricultural products and agricultural e-commerce have a review of related literature summary,defines the relevant concepts ofthe agricultural e-commerce;From the theory of consumer behavior,consumer buying decision theory is expounded in this paper,the theoretical basis of;Then consumers to buy agricultural products C2 B mode influence factors model is set up.Through the questionnaire survey to collect the relevant data,using SPSS for descriptive statistics analysis,factor analysis,regression analysis.Finally the research results show that the family income factors of consumers in its own factors influence the most significant;Understanding consumer's trust,the degree of evaluation,showed positive influence to consumer buying;C2B platform awareness,service quality and reputation have significant effects for consumers;The quality of agricultural products and market promotion is has a positive effect on consumers' purchase.Finally,according to research conclusions,combined with the current development situation,from the aspects of service quality,reputation,reputation three puts forward Suggestions for the enterprise;Put forward "the enterprise-the government of the relevant departments,colleges and universities" trinity mode of cooperation,build up talent echelon,but also need to perfect the related laws and regulations.