A Study On The Willingness And Influencing Factors Of Consumers’ Purchase Of Agricultural Products

At present,China’s economy is changing from the external demand driven to domestic demand.The rapid development and advancement of Internet technology has greatly promoted the emergence and development of rural "new real economy",so that the rural electricity supplier has been considerable development.Delve into the willingness and the influence factors of online shopping consumers of agricultural products,has a strong practical significance for the actual operation of the network marketing of agricultural products to retailers and sellers,and at the same time,the relevant countermeasures and suggestions on the development of China’s online shopping has a certain guiding role.In this paper,domestic and foreign literature were sorted out,and clear the concept and the scope of application of Technology Acceptance Model(TAM).TAM is used as the whole research framework,and the external variables are set up as the shop construction,product characteristics and perceived risk.And set up the questionnaires based on the questionnaire,explore their relationship with perceived usability and perceived ease of use,as well as the path that ultimately affects the actual behavior of the consumer.In the research practice,through the questionnaire Star Online issue a total of 650 questionnaires,and 633 are recovered.The questionnaire recovery rate is 97.38%,of which 415 are effective and the effective rate is 65.56%.Use reliability and validity test to ensure the reliability and effectiveness of the questionnaire,and use the CITC indicators to optimize the questionnaires,to provide data support for subsequent research.Descriptive statistical analysis on the basic information and purchase intention of consumers.Factor analysis method is used to study the influencing factors of online purchase of agricultural products,and the attribution of each measurement item to factor dimension is clarified.The structural equation model is used to verify the model and hypothesis,and the corresponding conclusions are obtained.The results show that the popularity of agricultural products online shopping is not high,consumers lack a correct understanding of it;the discovery of the characteristics of online shopping products and the conversion of online store business model brings together more expectations;perceived risk negatively effects on perceived value,shop quality is a positive impact on perceived value;perceived value has played a positive and effective role in consumer behavior.According to the results of the empirical study,the paper puts forward some suggestions on how to strengthen the online shopping of agricultural products,to meet the expectations of consumers,to create a good shopping environment,and to increase the investment in online shopping.