Study On Affecting Factors Of Buying Behavior Of Special Agricultural Products

With the rapid development of Internet technology, buy special agricultural products online has become a new way to shop. But research on which factors drive consumers to shop special agricultural products online is still limited in China. So, it is particularly meaningful to investigate the factors influencing behavior of shopping special agricultural products online from both theoretical and practical sense.On the basis of previous studies, The thesis used the Technology Acceptance Model proposed by Davis(1989)as a theoretical foundation to explore adoption of shopping special agricultural products online. The model also added what are argued to be key factors for internet users’adoption of shopping special agricultural products online such as perceived risk、demographics、shopping orientation and internet experience. Meanwhile,through SPSS18.0and AMOS7.0,we validate the model assumptions by ANOVA analysis., descriptive statistical analysis、validity and reliability analysis from which we also know the key factors of influencing buying special agricultural products online. The findings indicated:perceived usefulness、perceived easy of use、 income、experiential orientation、internet experience、product price and product safety are key factors of influencing buying special agricultural products online. But some factors which are argued to be key factors such as age、gender、education perceived risks、convenience orientation and joy orientation show no statistically significant effects, this thesis gave some explanations, but they need further investigations. The findings also indicated that the TAM is a valid foundation for understanding special agricultural products online shopping behavior.At the end of the paper, I will discuss and analyze the findings.Besides, I will raise some corresponding recommendations to influence consumer’s behavior to buy special agricultural products online.