Research About The Influence Of Online Reviews On The Willingness To Buy Fresh Agricultural Products Online

With the popularity of the Internet and the change of people's consumption concept,online shopping has gradually become more familiar.The fresh agricultural products as the necessities of life,occupy a larger proportion in national daily consumption.And with the rise of online shopping consumption,people gradually began to buy fresh agricultural products on Internet.But in recent years,the food safety accidents stimulate the consumers' awareness of food safety,and enable consumers to buy food online more carefully.As an important form of electronic word-of-mouth,online review is the description or evaluation of the consumers' behavior based on the basic information features of the product or the shopping experience after online shopping.And compared with the propaganda of the merchant,online reviews are more objective.But the number of online reviews corresponding to the same product or service is large,especially for some popular products.In addition,in order to improve the sales of goods,some online sellers forge online reviews.Facing the huge and uneven online reviews,how can consumers find valuable online reviews,or how to make favorable decisions based on the online review,has become the primary difficulties that consumers faced when shopping online.In view of this phenomenon,based on the rational behavior theory,consumer decision-making process theory and purchase behavior theory,using questionnaire survey,field interviews and other research method,with the help of statistical analysis software,taking trust as the intermediary variable and the involvement as the adjusting variable,this paper takes the online purchase of fresh agricultural products as an example to construct a model of the influence of online review on online purchase intention of fresh agricultural products and to explore the influence path of online review on online purchase intention of fresh agricultural products.After study,the conclusions of this paper are as follows.First,the number of online review,the quality of online review and the credibility of online review significantly affect the consumer's willingness to buy fresh agricultural products online.Then,the emotional trust and cognitive trust play an intermediary role in the influence of online reviews on the online purchase intention of fresh agricultural products.Last,the involvement can adjust the influence of online reviews on the purchase intention of fresh agricultural products.The conclusion of this paper can remind consumers to fully understand the value of online reviews,and to shopping online more rationally and efficiently.The conclusion canhelp online sellers improve the construction of online review system and make full use of the positive marketing role of the online review.Also,the conclusion provides reference for the government to strictly monitor online shopping and create a safe and orderly online shopping environment.