Research On Consumers’ Migration Intention And Channel Innovation Strategy In Purchasing Fresh Agricultural Products

Promoting the integrated development of information technology and the agricultural industry,and opening up Internet sales channels for agricultural products,have positive social benefits for improving the circulation efficiency,improving the structural supply and demand imbalance caused by information asymmetry,and increasing the operating income of the agricultural industry,is an important step to realize the transformation of agricultural modernization.The e-commerce market of fresh agricultural products is developing rapidly,but in view of the special requirements for storage and transportation conditions of fresh agricultural products,traditional offline channels are still the main sales channels,the ecommerce market of fresh agricultural products has strong expansion potential.Stimulating domestic demand and boosting consumption is an important means to stimulate industrial development,promote the domestic economic cycle,and build a new development pattern.Therefore,exploring consumers’ willingness to choose diversified fresh agricultural product sales channels and analyzing the internal mechanism of consumers’ migration to mobile Internet channels to purchase fresh agricultural products will help business entities grasp the consumer behavior mechanism and improve the influence of multiple channels.It provides a theoretical basis for improving industrial operating income,and provides decision-making reference for optimizing the top-level design of the integrated development of Internet information technology and agricultural industry,and promoting the transformation of agricultural modernization.By combing the existing research,scholars mainly focus on the government,Internet operating enterprises and agricultural production and operation entities to explore the strategies to improve the online marketing system of agricultural products.Some scholars also focus on consumer behavior and explore the internal mechanism of consumers’ willingness to choose online or offline channels.A few studies involve consumers’ switching behavior between the two channels,combined with consumer factors or product factors,explore the impact on consumers’ channel choice intention.The existing research has important guiding and reference significance for the construction of the research framework and the development of research work,but few studies consider the subdivision of online or offline channels,the research scenario is relatively single,and few scholars explore the behavior mechanism of consumer channel choice intention considering the heterogeneity of residence.Considering the interference of product categories,this paper takes fresh fruit as the research object,and builds a theoretical model based on the Push-Pull-Mooring Theory,combining consumer personal factors,channel product characteristic factors,and channel characteristic factors,and constructs a partial least squares method,Based on the structural equation model of the path,the influence of various factors on the willingness of consumers to migrate through channels is verified.Taking into account the heterogeneity of consumers’ residence,the article deeply explores the transition of urban consumers and rural consumers` willingness to migrate from supermarkets and farmers markets to mobile Internet.The empirical analysis results show that consumers’ willingness to buy fresh fruit from supermarkets to migrate to mobile Internet channels is positively affected by push factors and pull factors,and negatively affected by anchoring factors.Mooring factor plays an important role in the action path of pull factor.Moderating channels,product feature gap and perceived risk gap constitute the push factor,perceived trust gap and perceived ease of use gap constitute the pull factor,perceived social impact constitutes the mooring factor,and the mooring factor negatively regulates the impact path of the pull factor;urban consumer sample In the sample of rural consumers,the gap in perceived usefulness and media richness does not constitute a pull factor,and the perceived cost does not constitute a significant factor.mooring factor.The willingness of consumers to buy fresh fruits from the farmers market to the mobile Internet channel is positively affected by the push factor and the pull factor,and negatively affected by the anchoring factor.The mooring factor plays a role in regulating the action path of the pull factor.Channel product feature gap and perceived risk gap constitute push factor,media richness gap,perceived usefulness gap,perceived ease of use gap,perceived trust gap constitute pull factor,perceived social impact,perceived cost gap constitute mooring factor;urban consumer sample,the perceived cost gap does not constitute a mooring factor.Combined with the results of empirical analysis,countermeasures and suggestions are put forward: the main body of operation should follow the market cycle,develop a multi-channel marketing model,innovate the channel management strategy,and improve the efficiency of industrial operation.First,we must standardize business behavior and improve consumers’ perceived trust;second,we must integrate online and offline marketing resources to expand business advantages and increase market share;third,we must innovate business strategies,optimize after-sales service systems,and improve consumer stickiness.Government departments should improve the supervision and governance system,and promote the healthy operation of the multi-channel sales market of fresh agricultural products.First,the government should promote the integrated development of the Internet and agriculture,adhere to the development of new online marketing models,encourage rural areas to speed up the construction of storage and transportation facilities for fresh agricultural products,and promote the introduction of fresh agricultural products from the source into cities and provinces;second,strengthen supervision and governance,improve consumers’ confidence in the vegetable basket,and provide institutional guarantees for the rapid development of the fresh agricultural product retail market.