Research On Influencing Factors Of Purchasing Intention Of Community E-commerce Agricultural Products Consumers In Deyang City

In recent years,the project of "Internet +" agricultural products going out of the village and into the city has been written into the No.1 central document for many times,and e-commerce has gradually become a key to promote the effective connection between agricultural production and consumption.It can be seen that in the era of mobile Internet,e-commerce has gradually become a major focus to promote the effective connection between agricultural production and consumption.The community of e-commerce platforms emerged in 2020.Taking the community as a unit,it adopts the agricultural product sales model of " online order + next day picked up in stores",which improves the efficiency of agricultural product logistics and distribution,and makes up for the shortcomings of traditional e-commerce platforms in agricultural product sales,such as long distribution time,high threshold for delivery,and large consumption of fresh agricultural products.It has a good development prospect.Since 2015,Deyang City has taken multiple measures to build an e-commerce cluster and has a good e-commerce business environment.Since the emergence of community e-commerce in Deyang City,its development has been relatively short,with problems such as low purchasing frequency,unstable quality,and lack of distinctive features of agricultural products sold.China has a vast territory and abundant resources,and there are significant regional differences in demand for agricultural products.Whether community e-commerce,as a new form of e-commerce for agricultural products,can make great progress in Deyang City and promote the implementation of the "Internet +" agricultural products out of the village and into the city project in Deyang City still needs further research from the perspective of consumers.In view of this,the article selects a random survey of community e-commerce consumers in Deyang City to study the significant influencing factors of their intention to purchase agricultural products.The article combed the research on consumers’ intention to purchase at home and abroad,summarized the influencing factors of consumers’ intention to purchase agricultural products,and analyzed and refined 13 factors that may affect consumers’ intention to purchase agricultural products on community e-commerce platforms in combination with consumer behavior theory,technology acceptance model,perceived risk theory,and Maslow’s hierarchy of needs,and established a research framework,designed questionnaires.A random survey was conducted among consumers in Luojiang and Jingyang District,and a total of 412 valid questionnaires were collected.Organize and input the collected questionnaire data,and validate the research hypotheses through sample descriptive statistical analysis,cross analysis,correlation analysis,and regression analysis.Research has shown that agricultural product prices,agricultural product quality,agricultural product packaging,ease of use of community e-commerce platforms,usefulness of community e-commerce platforms,and community e-commerce platform services are significant influencing factors on the intention of community e-commerce consumers to purchase agricultural products in Deyang City.Based on the above conclusions,the article proposes that community e-commerce platforms should enhance the convenience of purchasing agricultural products,enhance consumers’ perception of the platform’s usefulness,ensure the quality of agricultural products sold on the platform,improve the cost-effectiveness of agricultural products on the platform,and enhance the platform’s service level.