Study On Factors Influencing Consumers' Willingness To Purchase Online Shopping In Shanxi

In today's society,with the rapid development of the Internet,online shopping has gradually replaced the traditional form of purchase,people can not buy all the home.This has become a new trend in modern society.Net purchases of fresh agricultural products is a new shopping model,attracted by the vast majority of people.Now,the research on the influence of consumers' purchase intention is of great practical significance.Consumer purchase intention is not only determined by the price,but also the quality of the product and the site has a great impact.Consumer demand as a starting point,and then through the comparison of various factors to strengthen the purchasing trend,resulting in the occurrence of the purchase behavior.It is a systematic decision making process,rather than a single factor decision making process,and it may be unreasonable to solve some of the factors that would affect the willingness of consumers to buy online.This paper takes Shanxi province consumers as the research object,through the specific analysis of influence on consumer online shopping for fresh agricultural products,followed by a questionnaire survey to the sample data of Shanxi Province as part of the consumer,analyzes two yuan Logistic descriptive analysis and SPSS software of related variables regression,then according to the analysis,draw the following conclusions and put forward the countermeasures and suggestions:First,in terms of consumer's individual and family,the household income of consumers has a significant negative impact on the purchase of fresh agricultural products;Second,consumers in the online shopping fresh agricultural products,the frequency of consumers to buy fresh agricultural products,the purchase of convenience and the degree of trust in the purchase of fresh agricultural products will have a significant positive impact;Third,in terms of the benefits and disadvantages of online shopping of fresh agricultural products,the convenience of online shopping will have a positive impact on purchase intention;Fourth,in terms of consumer expectations,expectations for freshness are positively correlated.