An Analysis Of The Influencing Factors Of The Platform Selection Of Consumers' Online Shopings

The development of fresh agricultural products network market is accompanied by the development of electricity industry gradually formed.From 2005 to the present,the fresh electricity business has gone through 12 years,in the current market environment derived from various forms of fresh electricity business platform: "Jingdong,Lynx,Amazon",led by the integrated fresh Business platform,"the original life network,COFCO I buy the net" as the representative of the vertical type of fresh business platform to "Shun Feng preferred" as the representative of the logistics-type business platform to "micro,community supermarket" as the main features O f the O2 O fresh business platform,they have their own characteristics.But the current health of the common platform is the fresh quality can not guarantee that the logistics input and output ratio is low,the vast majority of platforms are in a state of loss.When standing in the consumer point of view,the platform of the business model,the site will eventually determine the quality of its purchase.In this paper,through the study of predecessors,the factors that affect the behavior of users sorted as: network platform page characteristics,network business platform business model,the user personal characteristics.After explaining the definition of fresh agricultural products and the e-commerce of raw agricultural products,the author discusses the theo ry of consumer behavior influencing factors and the technology acceptance model.O n the basis of the two,we construct the improved technology acceptance model and as the research The theoretical framework,put forward the relevant research hypothesis.In this study,the network platform into the operating mode of the factors that affect the behavior of users,try to explore the importance of fresh health network platform business model.According to the survey data of Guangdong Province,the data were desc riptive,statistical,regression analysis found that the bottleneck of the current product network market is the logistics and product quality problems.Another platform for the visibility and reputation is also an important factor.Organize the results of the data,to the network business enterprise-related recommendations to improve the platform's website characteristics,platform economy,platform interaction,enhance the platform security,enhance the platform's visibility and so on.Fresh product network sales in the current market environment,is still a new product,we still need to hold a positive view to look at.