Consumer Online Shopping Hainan Agricultural Products Repeated Purchase Willingness Influencing Factors

Under the background of gradually improving network technology and logistics conditions,agricultural products e-commerce is developing rapidly.The e-commerce of agricultural products is more efficient,convenient,and symmetrical,and many advantages over traditional transactions.The number of e-commerce enterprises in agricultural products is increasing,and the competition among enterprises is becoming increasingly fierce.Hainan is a large agricultural province with a wide variety of tropical agricultural products.In recent years,the development of agricultural products e-commerce has been good,but in the Internet environment,threats and opportunities coexist.According to Pareto's law,20%of the customer's customer base is the largest source of corporate profits.The willingness of consumers to repurchase directly affects whether consumers will repeat purchases.Therefore,through research on the factors affecting consumers' repeated online shopping willingness,the influencing factors are used to positively improve consumers' online shopping perception experience,and to Hainan agricultural products.It is of great practical significance for e-commerce companies to increase consumers' willingness to repeat online shopping.This paper is mainly to study the influencing factors of repeated online shopping willingness of Hainan agricultural product consumers,and to survey consumers who have purchased Hainan agricultural products online.This paper summarizes the domestic and international research results related to consumer repurchase intentions,and analyzes the current situation and existing problems of Hainan agricultural product network sales,and selects the perceived service based on domestic and foreign research results related to consumers' repurchase intentions.The six influencing factors of quality,perceived value,satisfaction level,consumer trust,transfer cost and repeated online shopping will be used as variables to make a slight correction to the existing consumer repurchase intention model,and propose a repeated online shopping willing model for Hainan agricultural products consumers.Based on the relevant theory,the questionnaire was designed,the questionnaire was distributed and recycled,and the effective questionnaire was analyzed.Through the correlation analysis,mediation effect analysis and regression analysis,the following conclusions are drawn:First,the five independent variables of perceived service quality,perceived value,satisfaction,consumer trust,and transfer cost have a significant positive impact on consumers' repeated online shopping intentions,and the influence of independent variables on repurchase intentions is strong.The order is:consumer trust,satisfaction,perceived service quality,perceived value,and transfer cost.Second,there is a partial mediating effect between the independent perceived service quality and the willingness to repurchase the risk--the level of consumer satisfaction,in which the ratio of the mediating effect to the total effect is 20.9%.Finally,based on the empirical results and the influence of repurchase willingness in Hainan agricultural product network sales,from the government,agricultural products e-commerce enterprises,upstream and downstream enterprises and financial markets,the countermeasures and suggestions for improving the willingness of Hainan agricultural products consumers to repeat online shopping are proposed.It will provide useful reference for improving the market share and competitiveness of Hainan agricultural products in the online sales market.