Research On The Impact Of Consumer Perceived Risk On Purchase Intention In Online Purchase Of Fresh Agricultural Product

With the development of technology and economic progress,t the Internet is getting deeper and deeper into people’s lives.Internet shopping plays an important role of most people’s lives.Among them,the purchase of fresh agricultural products has also continued to increase,and the online transaction volume has broken records year by year.Under such prosperous development,more and more problems have also arisen.Different merchants have different levels of product quality,and consumers who purchase fresh agricultural products through the Internet also face various risks.Based on this background,it is extremely significant to study consumers’ will to purchase agricultural products owing to perceived risks in online shopping.This thesis mainly discusses the online purchase of fresh agricultural products in the consumer perceived risk.The purchase intention of research,in the access and collation in the ways of the relevant domestic and foreign literature research.The basic situation of structural equation model to verify the hypothesis.The analysis results show that consumer perception of risk will negatively affect purchase intention,consumer trust positively affects purchase intention,consumer trust in an intermediary position affects perceived risk and purchase intention.In general,consumers perceive risk and consume consumers buying fresh agricultural products online will be affected,but the convenience and speed of online shopping platforms and the reputation of services will encourage consumers to still choose online shopping platforms.After that,a company is selected as a specific case study,and some solutions are put forward on the basis of the previous theoretical study.The author hopes that through the research of this article,we can provide countermeasures and suggestions with reference value for the marketing of fresh agricultural products online in my country.