Consumer Online Shopping Based On Perceived Psychology Study On The Influencing Factors Of Fresh Fruit Behavior

The emergence of network marketing make that between enterprises and consumers can be one to one direct communication,eliminating the need for traditional marketing intermediate links.With the network and people's lives increasingly close,online shopping products also tend to diversification,from books,clothing,electronics,digital and other agricultural products gradually,fresh,dairy products,fruit and other expansion,For most people,fresh fruit online shopping is still a relatively new online product.However,due to the characteristics of virtual network,there is a significant difference between consumers' online shopping expectations and actual results.Therefore,based on consumer perception,this paper has a strong practical significance to study the influencing factors of fresh fruit behavior of online shopping.Based on the relevant theories of consumer behavior,this paper adopts the methods of literature analysis,small-scale in-depth interview,questionnaire survey and statistical analysis.Based on the perceptual psychology,this paper analyzes the consumers' Of the factors of in-depth study.This paper constructs the research model of influencing factors of consumers' online shopping fresh fruit behavior under perceptual psychology.Through depth interview and literature collation,the influence factor of consumers' online shopping fresh fruit is extracted.As the independent variables,consumers' online purchase intention is taken as intermediary variable.Online shopping behavior as a dependent variable.At the same time,we analyze the characteristics of consumers,set the characteristics of consumers as control variables,analyze the relationship between the various research variables.In this paper,the use of SPSS 17.0 statistical software to collect valid samples for data analysis.In this paper,three influencing factors of online shopping fresh fruit behavior are extracted,which are perceived online shopping service quality,perceived online shopping convenience and perceived online shopping risk.The three factors can reflect 65.157%of useful variables,which has better explanatory power.Perceived online shopping service quality is the most important factor affecting online shopping behavior of consumers.The results of data analysis show that the three influencing factors have significant influence on the consumers' purchasing intention and online shopping behavior.The results of data analysis show that,consumers are willing to try online shopping fruit,but for lack of interest in online shopping fruit.61.65%of consumers said they are willing to try online shopping fruit,17.96%of consumers made it clear that online shopping for fresh fruit is very interested and has 58.74%of consumers showed confidence for online shopping fruit.Finally,according to the conclusion of this paper,some suggestions are provided,such as to stimulate consumers' interest in online shopping,to guarantee the quality of service,especially the freshness and freshness of online shopping and so on.