Research On The Purchasing Behavior Of Agricultural Products Of Consumers On E-commerce Platform

With the need to live a better life and fight against the epidemic,people are increasingly fond of buying goods on e-commerce platforms.Since the epidemic,people tend to buy agricultural products online.This way of shopping not only reduces the geographical restrictions of agricultural products,but also increases the purchasing channels for consumers and stimulates consumption.This paper mainly studies the purchasing behavior of agricultural products on the e-commerce platform from the perspective of consumers.This paper mainly according to the question,analysis of the problem,solve the problem to complete this paperFrom the current situation of Taizhou consumers purchasing agricultural products on the e-commerce platform,we can learn that the purchasing scale of agricultural products on the e-commerce platform is expanding year by year.The number of female buyers is more than that of male buyers and the majority of them are young people.Consumers like to buy agricultural products with high prices in a comfortable and convenient way on the e-commerce platform,and they also prefer characteristic agricultural products.When purchasing agricultural products on the e-commerce platform,consumers will consider the usefulness of purchasing agricultural products,the ease of use of the e-commerce platform,the sense of trust in the transaction process and the convenience of the purchase process.Taizhou consumers are more accustomed to buying products online and have a certain ability to resist risks.In this paper,321 pieces of survey data are obtained through questionnaire Star to Taizhou consumers.SPSSAU software is used for empirical analysis,and the conclusion is drawn that perceived usefulness,perceived ease of use,perceived trust and perceived convenience have a positive impact on consumers’ purchase intention,and consumers’ purchase intention has a positive impact on purchase behavior.This paper puts forward the following five countermeasures:(1)fine online service.(2)Simplify the operation link.(3)Take multiple measures to improve the safety of online purchasing of agricultural products.(4)Enhance mutual trust.(5)Distribution facilitation.