Study On The Willingness And Influencing Factors Of Chengdu Consumers To Buy Fresh Agricultural Product Online

With the background of Internet + agriculture and the support of national policies,the e-commerce of fresh agricultural products in our country has been developing continuously,and the residents have experienced the convenience brought by the purchase of fresh products from e-commerce channels.China's earliest fresh class business is Yiguo,founded in 2005,since then all kinds of electric business platform have mushroomed appeared on the market,according to Boston consulting and ali institute's latest report,Chinese consumers to buy fresh agricultural products is given priority to with line,just occupies 70% to 80%,highly educated population,urban white-collar workers and customers with enough online shopping experience,become the main push consumption fresh category groups.This paper studies the influence of various factors on consumers' willingness to buy fresh produce in chengdu,and proposes Suggestions to promote the development of e-commerce in chengdu.Based on research at home and abroad advanced scholars of literature,this paper based on theories such as Transaction Cost Theory?Theory of Reasoned Action?Theory of Planned Behavior?Technology Acceptance Model?Customer Perceived Value.Second in this paper,analyzed the development status quo of electricity of fresh agricultural product in our country,including the current trading volume,the size of the market situation and difficulties faced by,puts forward seven variable factors influencing consumers' purchase intention,including agricultural property,platform,service quality,information quality,system quality,logistics service quality and perceived usefulness and perceived ease of use,and study the effect of the above variables on online shopping intention,put forward 13 related assumptions,through empirical analysis hypothesis.The data source was conducted through online and offline questionnaires,and 296 valid questionnaires were collected.The reliability and validity of the data were obtained by analyzing the reliability and validity of the questionnaire data,and finally according to the principle of structural equation model to build the initial model,because the two indicators of the fitting is not very good,so the model is revised,finally it is concluded that path coefficient between the relevant assumptions.Through the empirical study,it is concluded that the consumer demand for fresh agricultural products in Chengdu is more stable.If the product attributes are fresh and safe,the quality of Web services,such as providing advisory services and after-sale services,and information quality such as promotion,has a significant positive impact on the consumer's desire for online shopping.In this paper,the systematic factors such as the aesthetic sense of the web page,the degree of system fluency,the support of the mobile terminal payment and the impact of the logistics quality on the consumer are not significant.It shows that the perception of the operating system and the perception of the mobile APP end are influenced by the age of the current social consumers and and in specific activities background,the requirements for logistics are not strict.Finally,based on the empirical results,this paper puts forward the following Suggestions for the development of the e-commerce of fresh agricultural products in chengdu.First,to publicize the advantages of fresh agricultural products and improve the cognition of consumers;Second,improve logistics distribution quality and improve logistics service;Third,strengthen network supervision and create a good e-commerce environment for fresh agricultural products.