| The continuous progress of information technology has promoted the rapid development of fresh e-commerce.The healthy and rapid development of fresh e-commerce is mainly determined by consumers' acceptance and adoption of fresh e-commerce.Therefore,understanding the specific reasons that consumers accept or reject to purchase fresh agricultural products online,and mastering the key factors that affect consumers' online shopping intention of fresh agricultural products,can predict consumers' online shopping behavior of fresh agricultural products,thus help fresh e-commerce enterprises to improve existing marketing strategy and increase consumers' satisfaction and loyalty,which is of great significance to promote the sustainable and healthy development of Chinese fresh e-commerce industry.In this paper,fresh agricultural products are taken as the research object,combined with the actual situation of Chinese fresh e-commerce,then analyzed the key factors that influence consumers' online shopping intention of fresh agricultural products and its functionary mechanism,and put forward corresponding management suggestions for fresh e-commerce enterprises according to the results of empirical analysis,so that improve consumers' online shopping intention of fresh agricultural products,and to promote the healthy and rapid development of Chinese fresh e-commerce industry.First of all,based on reading a large number of domestic and foreign literature,this article chose the classical model(Technology Acceptance Model)for researching users' acceptance and adoption of information technology as the theoretical basis,and selected representative variables website quality,perceived risk and perceived enjoyment as external variables Introduced to the technology acceptance model,then putting forward the research hypothesis according to previous research results,finally constructed the research model.In order to test the rationality of research model,questionnaire was designed on the basis of domestic and foreign mature scale.By combining online survey and offline investigation,a total of 660 questionnaires were sent to consumers who had online shopping experience of fresh agricultural products or those who had visited fresh electric business sites,and 519 valid questionnaires were collected.The reliability and validity of the questionnaire were confirmed by analyzing the reliability and validity of questionnaire.Then the structural equation model was applied to analyze the fitting of the model,and the relationship between the variables in the model was verified.The results showed that the research model had good model fitting ability,and 11 of the 12 hypotheses were supported,and only 1 did not pass the significance test.The results of this study showed that the site quality has a significant positive effect on perceived ease of use and perceived usefulness.perceived usefulness,perceived risk and perceived enjoyment have a significant effect on consumers' online shopping attitude and online shopping intention,perceived ease of use influence consumers' online shopping intention indirectly through perceived usefulness and online shopping attitude,perceived usefulness is the most important factors affecting consumers' online shopping intention of fresh agricultural products.The results of this study not only enrich the theoretical basis of consumers' intention to purchase fresh agricultural products online,but also provide some theoretical guidance and reference for formulation of marketing strategies of fresh e-commerce enterprises. |
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