Research On The Promotion Strategy Of Agricultural Product Consumers’ Purchase Intention On P E-Commerce Platform

E-commerce of agricultural products is a way for individual farmers to sell unprocessed or initially processed agricultural products to consumers with the help of e-commerce platform resources.It is the product of the combination of agriculture and the Internet.With the support of policies and the injection of capital,the domestic agricultural products e-commerce industry has witnessed a blowout development in recent years.As one of the three major e-commerce platforms in China,the P e-commerce platform has been committed to the development of agricultural products,and will become the largest agricultural(sideline)products platform in China by 2020.However,in the course of aggressive development,the problem of the slow development of the P e-commerce platform has also become increasingly prominent.P e-commerce platform has always targeted the consumer groups in the third and fourth-tier cities.Consumers in the first and second-tier cities do not have strong purchase intentions,and domestic research on the purchase intentions of agricultural e-commerce consumers in the first-tier cities is still relatively lacking.This study first analyzes the current situation of agricultural products business and purchase on the P e-commerce platform,and investigates the willingness of Shanghai residents to purchase agricultural products on the P e-commerce platform;Then,based on the literature and theoretical model,the questionnaire was set up for distribution and recovery;Secondly,the results of 543 valid samples were collated and analyzed by spss to find out the factors affecting consumers’ purchase intention;Thirdly,based on the results of the questionnaire,we summarized and sorted out the problems existing in consumers’ willingness to purchase agricultural products on the P e-commerce platform.There were problems such as consumers’ uneven willingness to purchase agricultural products,consumers’ weak willingness to use agricultural products,and consumers’ weak willingness to repurchase agricultural products.Aiming at the problems,we found out the reasons for reducing customer coverage,diversifying consumers from multiple purchase channels,and poor consumer experience.Finally,in view of the problems existing in consumers’ willingness to purchase agricultural products on the P e-commerce platform,the paper puts forward countermeasures and suggestions to improve the user experience,optimize the supply chain,optimize the marketing method and build the brand of agricultural products,so as to comprehensively enhance consumers’ willingness to purchase.This research takes consumers in Shanghai as the consumer representatives of the first-tier cities,hoping to find out the problems and reasons of consumers’ willingness to purchase agricultural products on the P e-commerce platform through the investigation and in-depth analysis of consumers’ willingness to purchase agricultural products on the P e-commerce platform,formulate strategies suitable for improving consumers’ willingness to purchase on the P e-commerce platform,and help the P e-commerce platform maintain its competitive advantage and improve its competitiveness,Test the acceptance and popularity of agricultural products consumers on the P e-commerce platform,and provide a reference for P e-commerce platform to retain the original users,improve consumer satisfaction,and continue to expand the e-commerce agricultural products market.