| With the rapid development of “Internet +”,the combination of Internet tools and fresh agricultural products has become a major trend in the development of the industry.The current form of fresh agricultural trade mainly in the traditional wholesale and retail-based market,but the logistics and labor cost is very high.Some enterprises engaged in B2 C model of fresh agricultural products site has been more concentrated in the original trade more decentralized,an increase of logistics costs.While the B2 B model of fresh agricultural trade at this stage can be in the majority of the region to promote the model.Research on related issues is conducive to guide the retailers of fresh agricultural products to network procurement,thus controlling the “last mile” cost.This paper mainly analyzes the influencing factors of purchasing intention of fresh agricultural products purchasers(retailers)using B2 B fresh agricultural products shopping websites.Firstly,the paper introduces the technology acceptance model,and then analyzes the characteristics of the fresh agricultural products,the characteristics of the fresh agricultural products,the quality of the websites,etc.,and the characteristics of the fresh agricultural products,the characteristics of the purchase behavior of the buyers,the characteristics of the organization market,the characteristics of the fresh agricultural products retailers,the improvement and application of the TAM model The impact of variables on perceived ease of use,perceived usefulness and objective value,and analyzes their impact on the purchase intention of fresh agricultural products buyers.The innovation of this paper is mainly to regard the objective value and risk as the mediator variable,the quality of the website and the influence of the product attribute on the purchase intention.It is found that objective value and risk are the key factors influencing the purchasers’ willingness to purchase the fresh agricultural products.The perceived usefulness is the important factor,and the perceived ease of use has little effect on the purchase intention.Finally,according to the conclusion of the study,this paper puts forward some suggestions on how to construct and promote the website of B2 B fresh agricultural products more effectively. |
