Analysis On The Influencing Factors Of Online Purchase Intention Of Fresh Agricultural Products Of Jiaxing Residents

In recent years,the rapid growth of China's economy has promoted the rapid development of agriculture,and the production of agricultural products has developed rapidly,which has changed a lot in terms of output,type and quality.At the same time,with the increase of residents' disposable income,the upgrading of residents' consumption structure and the increase of residents' consumption of agricultural products.With the rapid development of e-commerce in China,the national policy support for e-commerce continues to increase,the development environment for fresh agricultural products e-commerce is also constantly optimized,and the convenience and security of online consumption of fresh agricultural products continue to improve,greatly stimulating consumers' online consumption demand.Jiaxing is a famous land of fish and rice,rich in products and rich in residents' life.It has been a land of wealth and peace since ancient times.Jiaxing's agriculture is relatively developed,and the living standard of residents is relatively high,so the consumption demand for fresh agricultural products is relatively large.The research on the online consumption of fresh agricultural products of Jiaxing residents will help the producers and sales enterprises of agricultural products to understand the online consumption market of fresh agricultural products of Jiaxing more truly,promote the improvement and progress of Jiaxing's agriculture,have a certain reference role in a more comprehensive understanding of the domestic market and promoting the development of China's agriculture,and also improve the willingness of people's livelihood to online consumption of fresh agricultural products.At the same time,the change of consumption will also have a certain impact on the production behavior of agricultural products in the region,The research and analysis of the consumption demand of consumers in this region is conducive to promoting the production and sales enterprises of fresh agricultural products to further optimize the production and sales mode according to the consumption demand of residents,strengthen the network sales,improve their production capacity and competitiveness,and help agricultural upgrading.This paper mainly from the perspective of consumer demand,combined with the theory of consumer demand and the operation mode of fresh produce e-commerce,combined with the research results at home and abroad,analyzes the current situation of the online consumption of fresh produce of Jiaxing residents,forecasts the trend of change,and understands the relevant economic and social factors that affect the willingness to consume;selects the online consumption of fresh produce of Jiaxing residents as the research object,and adopts sampling The method of questionnaire is to obtain first-hand data,to sort out and analyze the questionnaire data,and to analyze the influencing factors of residents' Online Consumption Willingness of fresh agricultural products by logit model;finally,according to the analysis results,some countermeasures that can promote residents' online consumption of fresh agricultural products are put forward.Through theoretical analysis and empirical analysis,it is concluded that although the online consumption market of fresh agricultural products in Jiaxing has a good development status and prospect,there are still some problems,such as the total consumption is not large,the e-commerce standardization of fresh agricultural products is not enough,and the logistics and distribution system of fresh agricultural products is not perfect;three personal characteristics and web page design,such as trust degree,convenience degree of purchasing fresh agricultural products,online shopping experience Four perceptual factors,i.e.speed of logistics,more energy and time saving,and more favorable price,will have a significant impact on online consumption of fresh agricultural products of Jiaxing residents.Finally,the paper puts forward four countermeasures and suggestions for fresh e-commerce enterprises in terms of network sales: to select appropriate e-commerce platform,to strengthen web page design and promotion,to further optimize logistics and distribution,to further strengthen cooperation with fresh agricultural production base;and for Jiaxing government departments in terms of policy support,it puts forward to continue to work on the pertinence and operability of documents One step is to optimize the support means for small and medium-sized agricultural operators,further strengthen the financial support for fresh e-commerce enterprises,and further revise the quality and safety standards of agricultural products suitable for Jiaxing market.Through the joint efforts of all parties,improve the willingness of people's livelihood fresh agricultural products online consumption.