Research On The Impact Of Household Isolation Experience On Consumers’ Online Consumption Behavior Of Fresh Agricultural Products

Since the outbreak of the COVID-19 at the end of 2019,it has had a tremendous impact on the entire human society.Even though governments around the world have actively taken a series of strict measures to curb the large-scale spread of novel coronavirus,the spread of this virus has brought unprecedented public health crisis to countries around the world,and has deeply impacted the agricultural food system on which human survival and reproduction are highly dependent.During the epidemic prevention and control period,the Chinese government has continuously optimized and adjusted economic measures beneficial to agricultural production and consumption to promote agricultural production and boost consumption in the agricultural sector.As consumers at the consumer end of the epidemic,their food consumption behavior has undergone corresponding changes under the influence of epidemic prevention and control policies.For example,the frequency of buying fresh agricultural products in supermarkets and farmers’ markets has decreased,and the behavior of personally participating in offline purchase of fresh agricultural products has gradually become accustomed to buying agricultural products on the fresh e-commerce platform,and the panic caused by the COVID-19 has also formed their food hoarding behavior.In this case,the production and marketing relationship of fresh agricultural products is quietly changing.The value of different supply chains,such as the "home" business of fresh e-commerce,community group buying of fresh agricultural products,farmers’ markets and supermarkets,has also been restructured.Online e-commerce and group buying of fresh agricultural products,the two marketing tracks of fresh agricultural products,ushered in rapid development in the COVID-19.In this case,in order to retain the epidemic dividend,more and more e-commerce platforms have been involved in the fierce market competition.By actively strengthening the supply chain management of agricultural products,optimizing the agricultural product transportation and marketing mode,ensuring the quality and safety of agricultural products,improving the service quality of the platform,etc.,they promote business growth in many ways,rebuild the relationship between people and goods yards,in order to gain and maintain consumers’ trust in the e-commerce platform and consumer stickiness,So as to seek a larger strategic layout.This paper analyzes the consumption characteristics of consumers’ online purchase of fresh agricultural products by studying consumers’ purchase behavior of fresh agricultural products and its influencing factors in the normalization stage of the prevention and control of the COVID-19.The innovation of this paper is to add the influence of consumers’ isolation policy during the COVID-19 to the study,take "isolation time" as the key explanatory variable affecting consumption behavior,and collect data through literature research and questionnaires,The OLS regression model was used to analyze the impact of factors such as the time when consumers were isolated,consumers’ own differences,fresh agricultural products’ own characteristics,and the merchant platform on consumers’ purchase behavior of fresh agricultural products under the COVID-19.Finally,according to the conclusions of the study,reasonable suggestions were put forward for the fresh agricultural products industry from four aspects of producers,consumers,merchant platforms,and government platforms,And prepare for and prevent the harm caused by the major public health events that may occur in the future.