A Study On The Effect Of External Quality And Safety Cues On Consumers’ Willingness To Purchase Agricultural Products Online

China is currently the world’s largest producer of Chinese wolfberry,the production and consumption of Chinese wolfberry in China has a history of thousands of years.In recent years,along with the improvement of China’s income level and national health consumption demand,with good tonic function of Chinese wolfberry products by the majority of consumers,consumption scale is expanding,and in the continuous development of Internet e-commerce,Chinese wolfberry product line consumption ushered in rapid development,has gradually developed into the mainstream channel of Chinese wolfberry consumption.But in the wolfberry consumer market is expanding at the same time,its quality and safety problems also gradually highlighted.There is a serious information asymmetry between buyers and sellers in the Chinese wolfberry market,consumers are in the information disadvantage party,cannot get real and effective information,which also makes the quality and safety of Chinese wolfberry products frequently,thus harming the interests of consumers and hindering the benign development of the Chinese wolfberry market.In particular,when consumers consume wolfberry online,they cannot intuitively judge the quality and safety level of wolfberry products but can only use the relevant external quality and safety department clues to judge and make purchase decisions.How to effectively regulate the information asymmetry of Chinese wolfberry products in e-commerce platform,improve the product quality and promote the benign development of the market,has become a real problem that needs to be solved in Chinese wolfberry market.At the same time,in the current study,the external quality and safety cues of wolfberry products and consumers’ willingness to buy in the e-commerce context are lacking in the study of wolfberry as the research object,and there is still a lack of in-depth theoretical research on this practical problem.Therefore,this paper investigates the willingness of consumers to purchase wolfberry online from the perspective of agricultural product quality safety based on cue utilization theory.Based on the S-O-R(stimulus-organism-response)theory,this paper constructs a study with the external quality and safety cues(product brand,traceability system,certification information,personality assurance)of wolfberry products as independent variables and consumers’ A theoretical model was constructed with the external quality and safety cues of wolfberry products(product brand,traceability system,certification information,personality assurance)as the independent variables,the perceived quality of wolfberry products as the mediating variable,and the online purchasing behavior of wolfberry products as the dependent variable.After that,we analyzed the current situation of Chinese wolfberry products sold in current e-commerce platforms by using crawler technology and designed the questionnaire of this paper by combining the mature research scale of previous scholars.The following conclusions were drawn:(1)External quality and safety cues have a significant positive impact on consumers’ online purchase of wolfberry,with four types of external quality and sety cues influencing consumers’ online purchase behavior in descending order of willingness: traceability system,certification information,product brand,and personality assurance,Personality assurance.(2)The perceived quality of consumers partially mediates the relationship between external quality and safety cues and online purchase intention.Finally,this paper puts forward corresponding countermeasure suggestions from enterprises,e-commerce platforms,and governments based on the research findings,and summarizes the article’s shortcomings and future research outlook.