The Empirical Study On Consumers' Continued Purchase Intention Of Fresh Agricultural Products E-commerce Platform In China

In recent years,with the development of the worldwide Internet technology,the market share of Chinese electricity industry has been expanding rapidly,the demand of residents' online shopping also presents the blowout growth.As for shopping category,books,3c(communications electronics)and general merchandise have entered the stage of white-hot competition in the market.Fresh agricultural products,as an essential part of every family,its online property still has huge potential of mining and development opportunities.In the 2015 government work report,our prime minister puts "Internet +" strategy for the first time.The central file also emphasized the innovation of agricultural products circulation,combined with the present stage for poverty alleviation policy,many large and medium-sized electrical business enterprises and emerging geeks,speed up the layout in the field of agriculture,rural areas and farmers.From 2012 to now,the "Internet + fresh" investment projects are showing up,a lot of traditional retailers and new Internet companies regard fresh fields as the last piece of blue ocean of electricity industry.Current agricultural products electricity industry development in our country,there should not only encourage boldly,but also strengthened theory summary and the top design.This study based on the emerging field--fresh electricity business,mainly discusses the influence factors of the platform consumers continue to purchase intention,to the technology acceptance model,information system,on the basis of continuous use expectation confirmation model integration theory such as perception entertaining and switching costs to put forward relevant assumptions,makes an empirical analysis through the questionnaire survey to collect data validation,the following conclusions are drawn: First,consumers buy fresh agricultural products through the network platform,platform for consumers in perceived usefulness,perceived entertainment and expected to confirm directly positive influence on customer satisfaction degree,the degree of expectation confirmation includes four specific dimensions,namely the consumer to platform capabilities,product quality,logistics,after-sales service.Second,consumers buy fresh agricultural products through the network platform,the platform for consumers in continuous purchaseintention by perceived usefulness,satisfaction and related external contributing factors of direct positive influence on external contributing factors include consumers' personal characteristics(e.g.gender,income,risk awareness and brand preference,etc.),switching cost and subjective norm.According to the research achievements in this paper,the author puts forward some Suggestions from three aspects.The government should strengthen fresh agricultural product standardization and infrastructure construction,optimize the electricity supply chain and strengthen the supervision of the platform.Online marketers should motivate and exceed customer expectations,strengthen the elaborating operating and market segmentation so that grasp the consumer real appeal.Consumers should improve the consciousness,pay attention to the electric business platform credibility.In a word,fresh electrical business is a kind of emerging fresh agricultural products circulation business model,and is also the current strengthening agricultural supply side structural reform and electricity beneficial practice for poverty alleviation.Based on national conditions,the agricultural market is the vitality of a long road,everyone will benefit a lot from agriculture development.When looking back fresh electricity through the journey,we have taken a solid pace;But when looking forward to the long journey ahead,we need more and better theory and practice.