Research On The Influence Factors Of Service Quality Of E-commerce Platform On Online Purchase Intention Of Agricultural Products

The first document of the Central Government in 2022 pointed out that in order to promote stable and healthy economic and social development,it is necessary to stabilize the basic plate of agriculture,do a good job in the "three rural areas" and continue to promote the revitalization of the countryside in a comprehensive manner.As an effective way of structural reform on the supply side of agriculture,agricultural e-commerce is a powerful grip for the implementation of the rural revitalisation strategy and an indispensable element of future agricultural and rural development.However,from the perspective of consumers,agricultural products have the characteristics of perishability and loss,which makes the risk of online shopping increase significantly and hinders the development of agricultural products e-commerce.From a corporate perspective,e-commerce platforms have an important strategic position as hubs for the exchange of information and commodities and can carry high-value resources such as traffic,capital and information.At present,competition in the field of agricultural products e-commerce platform is fierce.There are traditional e-commerce platforms to open agricultural products area,such as Taobao,JD.com;there are mature enterprises from other industries to participate across the border,such as SF Express;there are also new retail enterprises focusing on agricultural products to create e-commerce platforms,such as Missfresh and Fresh Hema.Therefore,how should agricultural products e-commerce platforms maintain their competitiveness in the fierce agricultural products Internet market,how to deal with consumers’ risk awareness,how to make consumers trust agricultural products brands,and how to enhance consumers’ willingness to purchase agricultural products online have become issues that need to be studied and solved by enterprises and academics.Through the analysis of previous literature,this paper finds that the service quality of e-commerce platforms,consumers’ perceived risk and brand trust all have significant effects on the willingness to purchase agricultural products online,but there is no clear theoretical definition of the internal mechanism between the four,and the causal relationship between perceived risk and brand trust is also disputed by scholars.Therefore,it is necessary to sort out the mechanisms that influence consumers’ willingness to purchase agricultural products online,clarify the causal relationship between perceived risk and brand trust,and clarify the path by which platform service quality affects willingness to purchase agricultural products online.Based on existing research,this paper classifies platform service quality into five dimensions: ease of use,performance reliability,service security,customer service effectiveness and after-sales compensation,and constructs a research model through theoretical derivation that platform service quality affects the willingness to purchase agricultural products online through the chain mediating variables of perceived risk and brand trust.For the empirical part of the study,628 valid questionnaires from Missfresh users were collected and tested for reliability,homogeneous method bias,structural equation modelling and Bootstrap method mediating effects using SPSS and AMOS.The results of the study show that performance reliability,customer service effectiveness and after-sale compensation all have significant positive effects on perceived risk and brand trust,and that perceived risk and brand trust play a chain mediating role in the process of performance reliability,customer service effectiveness and after-sale compensation influencing the willingness to purchase agricultural products;while ease of use and service security only influence the willingness to purchase agricultural products online through the mediating variable brand trust.Taking Missfresh as an example,this study explores the influencing factors of platform service quality affecting the willingness to purchase agricultural products,enriching the theoretical research in this field.Based on the empirical research,this study puts forward corresponding management suggestions for the operation of agricultural products ecommerce platforms based on the research findings,it has certain practical significance.