Research On The Influence Of Purchasing Attitude On Purchase Intention Of Consumer Online Fresh Produce

E-commerce has developed rapidly with the popularization of internet.Because e-commerce can provide a better shopping experience than traditional offline shopping,So the proportion of online sales of all kinds of goods has increased year by year.As the necessities of life,fresh agricultural products has its own particularity,Therefore,the sales growth rate and the share are relatively low.But the prospect of the online fresh agricultural products seems to be has a bright future with the development of logistics transportation.From an enterprise perspective,how to improve the consumers' willingness to buy the online fresh agricultural products is the focus of attention.From a consumer perspective,the decisive factor of buy the online fresh agricultural products is not just the price,consumers tend to focus on the quality of the product and the shopping experience.In addition,food safety incidents have been frequent in China this years,it has a great impact on the food safety trust of our residents.Thus,this incident affected the shopping habits of most consumers.This article takes consumer attitude as the entry point,combined with the foreign research results and the actual situation of Chinese,research on what is the factors influencing the attitude of Chinese consumers? How much does it matter? Consumer attitudes must have an impact on consumers' willingness to buy? How much does it matter? What role does China's food safety trust play in it? For the above questions,this paper is based on the summary of domestic and foreign research result,do a lot of interviews,from the consumer and e-commerce platform,respectively.Finally we adopted the Consumer product quality perception,Website service quality perception,purchase cost and the perceived risk as the antecedent variables of the Consumer attitude.Consumer product quality perception and website service quality perception are the factors of e-commerce platform,purchasing cost and perceived risk are consumer factors,Food safety trust as the regulation variable.We constructed study model of consumer attitude towards purchasing intention,And Collect data through questionnaires.Through statistical analysis,factor analysis,correlation analysis and regression analysis of questionnaire data,we get the following conclusion finally:1.Consumers' perception of the quality and service of the products of the e-commerce platform of fresh agricultural products has a positive impact on consumers' buying attitude and their will.Therefore,e-commerce platforms can start from their own products and services,improve the quality of products and services,as do that Can improve consumers' attitude and willingness to buy the online fresh agricultural products.2.Consumer costs have little impact on consumer attitudes and intentions,This is the conclusion of this paper which is different from the predecessors.Although previous studies have found a significant impact on consumer costs and willingness to purchase products,However,the products and shopping methods studied in this paper are unique in themselves and the time point of research is also booming development of e-commerce today.Therefore,the conclusion of this paper is that the cost of consumers' online shopping for fresh agricultural products will not have a significant impact on consumers' attitude to purchase and their will.3.Consumer perception risk has a significant negative impact on consumers' attitudes and intentions,it is the same as previous studies.Therefore,the conclusion of this paper is that the perceived risk of consumers online shopping for fresh agricultural products will have a negative effect on consumers' attitudes and intentions.Therefore,improving the security of the transaction process can enhance consumers' willingness to buy fresh agricultural products online.4.Food safety trust has a certain regulations effect on consumers' attitude to purchase intention.Consumers are more trustworthy about food safety in our country,the consumers' willingness are more be promoted.That is,Consumer food safety trust plays an important role in the relationship between consumers' attitude and willingness to buy fresh agricultural products.Therefore,Improving consumers' trust in online fresh produce will enhance consumers' purchasing attitude and willingness to buy fresh agricultural products.