Study On The Influencing Factors Of Consumer Behavior Of E-commerce Of Fresh Agricultural Products In China

The e-commerce of fresh agricultural products in China has entered the development stage of resource integration and industry layout optimization.In order to promote the "Internet plus" action plan to promote the development of fresh agricultural products e-commerce in China,on the basis of the theory of customer satisfaction,the theory of perceived value and technology acceptance model,defined the concept and connotation of e-commerce and consumer behavior and analyzed the present situation of e-commerce of fresh agricultural products in China.Constructed the model of consumer behavior of fresh agricultural products,used quality of fresh agricultural products and logistics distribution service,interactive design quality of e-commerce platform,product price and perceived value as variables,designed question items and constructed scale and did empirical analysis and demonstration hypothesis through data from questionnaire survey,and we can reach the following conclusion.First,when consumers buy fresh agricultural products through the e-commerce platform,the quality of the products,the quality of logistics and distribution services,the interactive quality of the e-commerce platform,the price and the perceived value of the products have a positive impact on the consumer behavior.Second,the impact of product price and perceived value on consumer behavior is the highest,the quality of fresh agricultural products is the second,and the quality of logistics and distribution services,the interactive quality of the e-commerce platform are the weakest.analyzed the influence of these factors on consumer behavior and gave suggestions for optimizing the e-commerce of fresh agricultural products.Finally,based on the conclusion,we put forward suggestions for optimizing the development of e-commerce of fresh agricultural products in China.This paper has a certain theoretical significance on the study of the influencing factors of consumer behavior in the e-commerce of fresh agricultural products,and also has certain practical significance for the business enterprises of fresh agricultural products.