| Inthe era of "Internet accelerated speed",With the turther development of the e-commerce industry,online shopping is gradually becoming an emerging consumption mode recognized by the public,and this trend is from cities to rural areas,so the rural market has attracted the attention of many e-commerce enterprises.As an important part of China’s consumer market,the application of Internet in some rural areas is still relatively narrow,and the number of online shoppers is far less than that in urban areas.Compared with China’s gradually saturated online market,the rural consumer market whose potential is still to be tapped is relatively depressed.In the current epidemic period,it is of great economic and social value to investigate the consumer market in rural areas,study the online consumption intention of rural residents and its influencing factors,and help them provide more efficient and high-quality services.Based on Z county rural residents the influence factors of network consumption willingness as the breakthrough point,based on technology acceptance model and the theory of planned behavior,constructed the model of network consumption willingness to assume rural residents,and from the the consumption environment,behavior control network,behavioral attitude,subjective norm and rural residents consumption willingness to four dimensions on the concrete analysis,recyding of 315 valid questionnaires,SPSS.26 and AMOS.26 were used to conduct empirical analysis on the data based on the constructed hypothesis model and verify the influence of the hypothesis in this paper on the willingness of rural residents in Z County to consume online.Secondly,enterprises should carry out accurate marketing of products and strengthen online supervision of platform merchants and commodity quality.Third,rural consumers need to learn the common sense of logistics consumption and pay attention to the protection of personal information online. |
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