Research On Factors Affecting Consumers' Online Shopping For Agricultural Products Under Social Commerce Model

Prosperous rural industries can drive rural economic development.In recent years,rural e-commerce has gradually developed in the countryside,but the problem of rising agricultural products has not been resolved in a long-term manner.With the rise of socialized e-commerce,agricultural product companies sell through social media.Agricultural products,with significant sales,and many small farmers who produce and sell themselves can also use social media to sell agricultural products.Due to the gradual development of social commerce in recent years,there are still some uncertain factors,which make many consumers still wait and see for the emerging purchasing mode of online agricultural products through social media.Small farmers and agricultural product enterprises are also unable to fully understand the reasons for consumers to purchase agricultural products online,so they cannot implement marketing strategies in a more targeted and effective manner to promote the upward movement of agricultural products.The main research contents are:First of all,this paper sorts out domestic and foreign literature related to social e-commerce and online shopping behaviors of consumers' agricultural products by combing technology acceptance theory,trust theory,and consumer behavior theory.Based on this,based on the social e-commerce model,consumers purchase agricultural products online Investigate the theoretical model and put forward relevant hypotheses;secondly collect relevant data in the form of questionnaires issued online;finally,conduct empirical analysis and hypothesis testing on 318 questionnaire data through SPSS21.0 software and AMOS21.0software,and conclude Under the social commerce model,from the perspective of consumers,the external factors that affect the behavior of consumers' online purchases of agricultural products are divided into four dimensions: agricultural product characteristics,interactivity,agricultural product websites and company reputation,and incentive mechanisms.Different dimensions affect consumption.There is a difference between consumer trust and consumer perceptions.Among them,agricultural product websites and corporate word of mouth are useful for perception,agricultural product characteristics are for perceived ease of use,interaction is for trust,perceived ease of use,and perceived usefulness are significantly positive for agricultural online shopping behavior.Impact;As the intermediary effect of online shopping behavior of agricultural products,the characteristics of agricultural products have a direct impact on their interaction Trust;interaction has a positive impact on usability.Finally,according to the results of data analysis,the paper puts forward the management enlightenment to the agricultural products business.