Research On The Purchase Intention Of Online Agricultural Products

This paper research e-commerce agricultural products purchase intention.through the theory of information ecology,this article construct the agricultural products information ecology model.The agricultural products information ecology model is consist of information and information people,information environment,.The information includes the country of origin and the third party security certification;the information people include health literacy and self-efficacy;the information environment includes third party website and the effect of authority.The study research impact of electronic commerce information ecology on trust mechanism and purchase intention.This paper has theoretical and practical value,which can be used by the seller of agricultural products and the third party platform.The content of this paper is divided into six chapters.The first chapter is the introduction,which mainly introduces the research background,research purpose and significance,research innovation,research framework and research methods.The second chapter is the overview of related theories and research,including the basic theory of agricultural e-commerce,information ecology theory,information ecology model and the six composition of information ecology model.The third chapter is the research model and research hypothesis.It mainly introduces the research information ecology model and the research hypothesis.The fourth chapter is the research design and research methods,including questionnaire design,variable measurement,questionnaire pre-test,research methods,data analysis and structural equation modeling.The fifth chapter is the research results and strategies,including the discussion of the research results and the promotion strategy of trust and purchase intention.The sixth chapter is the research limitations and prospects,including the analysis of the limitations of this study and prospects for future research.Through empirical research,the paper draw the following conclusions:firstly,the two components of information including image of origin and third party authentication have influence on the trust mechanism.secondly,health literacy and Self-Efficacy also have influence on the trust mechanism.Then,third party website quality and effect of authority also have an impact on the trust mechanism.In the trust mechanism,theperceived risk will reduce trust.The perceived value will enhance trust and trust can affect the consumer's willingness to buy.According to the conclusions of the study,this paper proposes two aspects of the promotion strategy.The macroscopic aspect is to improve the relevant laws and regulations,the construction of e-commerce of agricultural products third party safety certification system and the formulation of agricultural e-commerce industry regulation and supervision system.The microcosmic aspects is to promote the third party platform website quality and pay attention to the origin image and other information.It can increase the propaganda,effect of authority and enhance the consumer health literacy.