Research On The Influence Factors Of Impulse Purchase Intention Based On Fresh Electricity Suppliers

With the continuous progress of the structural reform of the supply side of our country,the reform of various industries has been kicked off,and the structural reform of the agricultural supply side needs to accelerate the pace.In agriculture,the production,processing and sales of agricultural products,such as a series of processes,need to strengthen management,not only in the production sector need to strengthen the source of management,to achieve green production,but also the need for agricultural products warehousing,logistics,loss prevention and other management,to ensure the quality of agricultural products.Especially the fresh agricultural products,but also need to strengthen the source of management and process management to ensure that fresh agricultural products are fresh,not bad,and then get the value of fresh agricultural products consumption experience.In recent years,the development of e-commerce for all to see,has become a driving force for China's economic development,consumer awareness to stimulate the value of one of the important driving force.The development of fresh agricultural products electric business is the effective way to achieve the value of fresh agricultural products,has become the major electric business competition for the strategic high ground.With the rise of online shopping,more and more consumers choose to shop on the network.Consumers in the online shopping process,often appear impulsive purchase intention.Therefore,this article will be fresh agricultural products as a perspective to study the consumer in the purchase of fresh agricultural products when the impulse to buy.The innovation of this paper is to combine the quotient of fresh agricultural products and consumer behavior,and study the impulse to buy consumers from the perspective of electricity business development,which enriches the research in this field.In this paper,we use the questionnaire survey to obtain the relevant data and construct the influencing factors model of the impulsive purchase intention of the consumers,and put forward the corresponding hypothesis,which divides the influencing factors into the characteristics of fresh agricultural products,the characteristics of electricity providers and the characteristics of consumers.Questionnaire data for empirical analysis,and finally draw the following conclusions:First,the characteristics of fresh agricultural products have a significant correlation to the consumer's willingness to buy impulse,that is,the negative impact of the price of fresh agricultural products will affect consumers 'impulsive purchase intention,while the brand image of fresh agricultural products will be positive for consumers' To influence;Second,the characteristics of the platform for consumers to impulse to buy the consumer has a more significant impact,respectively,in the performance of fresh agricultural products,third-party comments,power platform reputation,logistics convenience four aspects of consumer impulse to buy Will have a positive impact,but there is no significant effect on the dimensions of the electricity trading platform;Third,the consumer self-characteristics,including consumer impulsive buying tendencies and shopping experience,have a positive effect on consumer volatility buying intentions.Finally,according to the results of empirical analysis,this paper puts forward the corresponding marketing suggestions for the fresh agricultural products business enterprises:First,self-built logistics system,improve supply chain management;The second is to strengthen the line off the line integration development;Third,improve the construction of e-commerce platform;Fourth,the rational development of fresh agricultural prices,cultivate fresh agricultural brand image;Fifth is the innovation of fresh agricultural products sales model.