A Study On Consumers’ Willingness To Buy Fresh Agricultural Products Online And Its Influencing Factors

In the contemporary society with the vigorous development of Internet economy,online consumption is no longer a new vocabulary.According to the statistics of 2021,the number of Internet users in China has reached 1.011 billion,the proportion of people using the Internet has reached 71.6%,and the retail sales of domestic online consumption has reached 13.1 trillion yuan.As a large agricultural country,the "Internet + agriculture" method also came into being,but the consumption proportion of online shopping of fresh agricultural products is not high.Exploring consumers’ willingness to buy fresh agricultural products online is of great significance to producers and fresh enterprises.Taking Changchun as an example,this paper will explore the functions and influencing factors affecting consumers’ willingness to buy fresh agricultural products online.Changchun is the capital of Jilin Province.Jilin Province is a large agricultural province in China,with advanced public consumption concept,and the industrial development of fresh agricultural products is representative,which helps rural revitalization and industrial development.The current situation of fresh e-commerce in Changchun is analyzed.There are some problems,such as high loss rate of cold chain transportation,inconsistent quality standards of fresh agricultural products,incomplete traceability system and so on.Based on the theoretical research results of relevant scholars at home and abroad in this field,this paper defines the related concepts of core vocabulary.The direction and significance of influencing factors and indicators on dependent variables were analyzed by binary logistic model.The regression results showed that age,online shopping experience,fresh agricultural product quality,logistics speed,online shopping perceived risk and other indicators passed the significance test.According to the conclusion,the following countermeasures and suggestions are given: the relevant departments should supervise and supervise,and improve the standards and specifications.A complete logistics system is very important for e-commerce enterprises and consumers.Consumers themselves should improve their awareness of online shopping and improve their awareness of rights protection.Finally,suggestions to strengthen the supervision of online shopping platform,improve after-sales guarantee service,establish cold chain logistics system and enhance consumers’ awareness of rights protection.