Research On The Relationship Between Consumers' Perception Risk And Purchase Intention Of Fresh Products Of E-commerce Under The Background Of New Retail

Online fresh agricultural products in recent years,consumer's cognition is not enough comprehensive,faced with all kinds of purchase risk when buying through online channels,such as buying and online publicity pictures do not conform to the fresh agricultural products,product quality security,privacy and property information leakage problems,etc.,the existence of these risks,make consumers at the time of perceived risk in online channels influence willingness to buy fresh agricultural products.Therefore,the study on the influence of consumers' perceived risks on their purchase intention in online shopping of fresh agricultural products can more effectively propose more targeted marketing strategies for e-commerce,which is conducive to expanding the online market for fresh farm products and alleviating the disadvantages of low circulation efficiency in traditional offline sales.As the last treasure of the e-commerce industry,fresh agricultural products should be strategically valued and tactically studied in the direction and practice of its marketing management.In the existing studies,it has been preliminarily proved that perceived risk negatively affects purchase intention.In addition,fresh products have high requirements on safety and timeliness.In the fierce competition of network platforms,how to improve consumers' purchase intention and reduce risk perception has become the focus of this study.Based on this,this paper will combine the risk theory to establish a theoretical model and empirically analyze the influence of perceived risk on purchase intention in online shopping of fresh agricultural products.Through literature research,questionnaire survey and data analysis,this study studied the relationship between consumers' perceived risk of fresh products and their purchase intention in the context of new Internet retail.The paper is divided into five parts: the first part is the introduction,which mainly analyzes the research background,research significance,research methods and innovation points,and provides a basic path for this research.The second part is a literature review,which respectively reviews the perceived risk,purchase intention,fresh e-commerce products and the relationship between perceived risk and purchase intention,and analyzes the relevant consumer behavior theory,planned behavior theory and technology acceptance theory to provide theoretical support for this study.The third part is the research design of the relationship between the perceived risk and purchase intention of e-commerce fresh products.It analyzes the research process,research methods,research hypotheses,questionnaire formulation and reliability and validity test,as well as the issuance and recall of questionnaires,so as to build a framework for this empirical study.The fourth part is the empirical analysis,through the questionnaire investigation method to data entry SPSS20.0 software,to retest reliability and validity of the descriptive statistics analysis,single factor analysis of variance,correlation analysis and multiple linear regression analysis,analysis of electricity,fresh product perceived risk and purchase intention of the relationship,in theend,based on the perspective of risk perception increase electricity consumer measures of fresh product purchase intention.