A Study On The Influencing Factors Of Rural Residents Online Shopping Willingness In Hunan Province

The advent of the Internet era,and the development of electronic commerce is at an extreme speed,online shopping has become a new way of shopping,which has broke through the limitations of traditional shopping,and quickly accepted by t the broad masses of urban consumers.Relative to the city of our country is very hot,and tends to saturation of the online shopping market,China covers an area of large and population quantity of rural online shopping market has shown a bleak depression.The development of rural online shopping has important social value and economic value under the new period,it is not only has a positive impact on improving the quality of rural residents' living standards and improving the consumption environment in rural areas,but also conducive to promoting of the new rural construction.But the development of China's rural online shopping situation in general,what reasons restrict the development of rural online shopping in China,is a problem need to pay attention to and worth studying.In this paper,after reading,compiled a large number of related literature at home and abroad,it is based on the technology acceptance model,and combined with the actual situation to increase the perceived risk,logistics distribution,and consumption environment and so on several factors.Based on rural residents as the research object,this paper discusses the rural residents online shopping willingness in Hunan Province,through empirical research analysis showed that rural residents are the crux of the online shopping,and put forward some Suggestions for the development of Hunan rural online shopping: First,the development of the network information related training,and actively guide the rural residents to participate in online shopping.Second,to reduce the risk of online shopping,and to ensure safe and reliable online shopping.Third,accelerate rural express network layout,improve the efficiency of logistics distribution.Fourth,the position of rural consumer groups,to meet the needs of rural residents.Fifth,strengthen the construction of rural infrastructure.