Influence Factors Research Of Intention To Buy Fresh Produce Online For Consumer

Rapid development of Internet results in the online shopping as the main expense of Internet consumption. Shopping fresh produce online to which draw public attentions is new things of online shopping market. Research of consumers'will about buying fresh produce and influent factors is meaningful. This paper based on field survey data, applied Behavior Theory, Technology Acceptance Model and Innovation Diffusion Theory, analyzes consumers'will about buying fresh produce and expectation of index of produce by descriptive statistical analysis. This paper applies Factor analysis to test consumers' Perception of online shopping and Appraisal, using optimal scale regression examines consumers'Perception of online shopping and Appraisal about online shopping, the expectation of online buying fresh produce, the positive and negative of online buying fresh produce and consumers'features of buying fresh produce to influence of consumers' online shopping will. The main conclusion as follow:(1) The consumers'will about online buying fresh produce is low, the interest of online buying fresh produce is insufficient. The result indicates that 70% consumers will online buy fresh produce. However, only 23.3% consumers are very interested in online buying fresh produce. Moreover,46.6% consumers believe that online buying fresh produce would be attained completely.(2) The consumers'expectation price is as same as traditional way, and even lower. But consumer request fast velocity of physical distribution and high quality of produce. Research indicates that 38.5% consumers expect that price would be lower than by traditional way.8.5% consumers expect that price would be same as by traditional way. 49.9% consumers expect that produce would deliver at afternoon which booked in morning.60% consumers expect that the taste of online buying produce would be same as traditional way.(3) Perception of online shopping and Appraisal dimension have positive influence on Consumers'consumption will. If the experience, appraisal, attitude and usefulness of online shopping, credibility of online shop and information quality are positive, the will of online buying fresh produce would be more stronger.(4) Only Price expectation, which is included inConsumers'expectation of online buying fresh produce, has positive influence on consumers'consumption will. (5) Feats of consumers have different influence on consumers'consumption will. The Way of meal, frequency of buying and will of self-cooking has significantly positive influence on online shopping. The knowledge of buying fresh produce and family income has significantly negative influence on online shopping(6) If online buying fresh produce could save time, be convenient, have many assortment to choose and buy better fresh produce, then consumers'will are more stronger. In contrast, quality problem of fresh produce and risk of after marketing are mainly negative influence on consumers'consumption will.