Research On Consumer Behavior And Its Influential Factors In O2O E-commerce Of Fresh Agricultural Products

In recent years,O2 O E-Commerce model(Online-to-Offline,a new e-commerce model combined online consuming with offline taking delivery of goods and experience)gradually comes into people's vision and develops rapidly.After wide application in takeaway food,retail,transportation and other living services industry,many fresh agricultural product O2 O platform as new blue-ocean is rocketed,just like bamboo shoots after the spring rain.It shows huge market vitality and commercial value.With the rapid development of O2 O model,it combines online resource with offline resource to provide more choices to consumers and improve the commercial value of products.Recently,the academic and practical circles have been trying to find out whether consumer behavior is changed or not in this new commerce model compared with the traditional one.What are the factors that influence consumer behavior? Furthermore,with increasingly development of local O2 O E-commerce,the relationship between information and products,online and offline become more intense.Therefore,O2 O Ecommerce is imperative to use in fresh agricultural product.This is not only because it can link local agricultural product better with consumers,but also because it makes customers understand the local agricultural products better to ensure their security of trust.So it is significant to research the influence factors to the consumer behavior in the fresh agricultural product O2 O E-commerce.The basic framework of this paper is: firstly,based on the theory of E-commerce and consumer behavior and the related literature review,we identify the definition of O2 O and the theories of developing O2 O in fresh agricultural products.Secondly,it is reviewed that the fresh products O2 O E-commerce model and its consumer behavior.The importance of developing the fresh agricultural products O2 O E-commerce model is identified.The influence factors to the consumer behavior in the fresh agricultural products O2 O E-commerce are also explored.Thirdly,on the basis of literature review,this paper puts forward research model based on the related model,and the characteristic of fresh agricultural products O2 O E-commerce.The consumer behavior in fresh agricultural products O2 O E-commerce is influenced by purchase intention of the consumers,and purchase intention of consumers is influenced by perceived usefulness,perceived ease of use,perceived risk,offline delivery accessibility and innovation for consumers.Lastly,the questionnaire of influence factors of consumer behavior in fresh agricultural products O2 O E-commerce is designed.Using 363 valid questionnaires as samples verifies the influence factors of consumer behavior in the fresh agricultural products O2 O E-commerce on the basis of pre-investigation by the software SPSS,Mplus and AMOS etc.The results show that:(1)The consumer behavior in fresh agricultural products O2 O E-commerce is influenced by purchase intention of consumers;(2)purchase intention of consumers is influenced by perceived usefulness,perceived ease of use,perceived risk,offline delivery accessibility and innovation for consumers;(3)purchase intention of consumers plays a mediating role.At last,conclusion and suggestions based on the empirical research are proposed.The results provide some theoretical guidance and inspiration for the operation of O2 O E-commerce and the healthy development of O2 O E-commerce in fresh agricultural products in China.