Study On Influencing Factors Of Customer Purchase Intention For Agricultural Products E-commerce Marketing

With the continuous optimization of the "Internet + Agriculture" policy,the ecommerce platforms of agricultural products continue to flourish,and more and more consumers choose e-commerce platforms to purchase various agricultural products.However,due to inaccurate acquisition of consumer demand and information asymmetry between suppliers and consumers,it is difficult for various e-commerce platforms to quickly digest agricultural products that are hindered in sales,especially fresh agricultural products.How to accurately analyze the influencing factors of consumers’ purchase intention,increase the sales volume,and help farmers reduce unnecessary losses has become a research focus for the current agricultural product e-commerce marketing.This paper analyzes the influencing factors mainly based on the SOR model and Perceived Value Theory,and collects data by issuing questionnaires and grabbing consumer comments on e-commerce platforms.We analyze the influence of product characteristics,service quality,publicity effect and conformity effect on perceived value and the influence of perceived value on purchase intention.This paper divides perceived value into perceived practical value and perceived emotional value.Based on these latent variables,the research hypotheses and research models are provided,the questionnaires are designed and testing data are collected.Confirmatory factor analysis was used to analyze the reliability and validity of the survey data,and structural equation modeling was used to test the path relationship.This paper also uses cluster analysis to verify the distinction of consumer groups,and analyzes the support degree of text keywords to perceived value based on the text mining technology.Through empirical analysis,this paper draws the following research conclusions: the product features and service quality have a positive impact on perceived practical value;the service quality,publicity effect,and conformity effect have a positive impact on perceived emotional value;the perceived practical value and perceived emotional value have a positive impact on purchase intention;the perceived practical value has a positive impact on perceived emotional value;the perceived practical value plays a mediating role between service quality and perceived emotional value;the perceived emotional value plays a mediating role between perceived practical value and purchase intention;the consumers can be divided into multiple groups,and there are significant differences between groups.Based on the research conclusions,this paper provides some scientific suggestions:controlling the quality of agricultural products itself is the most basic guarantee.At the same time,it is necessary to improve the quality of pre-sales and after-sales services of products,enhance product publicity,and effectively improve consumer praise rate on the marketing platform.The sellers should make full use of network social relationships to recommend products,and provide differentiated sales strategies.These strategies ultimately would increase consumers’ willingness to purchase agricultural products.