Consumer Behavior Research Of Fresh Vegetables Based On Online Shopping Mode

In recent years, along with the rapid popularization and application of the personalcomputers and the Internet in China, online shopping has closely linked to our lives.And the study of online shopping has become increasingly broad and deep. Since theearly1990s, many manufacturers and retailers bringing their multi-channel strategy inthe Internet put a lot of resources to build online channel. At the same time, more andmore consumers consider that Internet is an important place to shop.First we must have the network for the agricultural online shopping. Today, the rateof country’s Internet penetration is36.2%. With the growth in the number of Internetusers, online shopping, especially the agricultural online shopping’s population is alsoincreasing. In addition, it is known that Chinese food safety incidents concentratedoutbroke in recent years, and excessive pesticide residues in agricultural products andother issues are also very worried to consumers. It is an opportunity to in terms ofdeveloping e-commerce trading vegetables, and business operators to join the field areincreasing.According to China Internet Network Information Center (CNNIC) survey showsthat the scale of2012Chinese total consumption of the Internet is more than eighthundred billion Yuan. The online shopping accounts for the major expenditure items ofonline spending. We can see the network consumption growth. Online shoppingproducts mainly including books, audio, clothing, electronics, digital, for most people,fresh vegetables is still a relatively new product of online shopping. Therefore, researchin this area is relatively rare.Consumers’ online shopping behavior has become an emerging research field booming, and more and more scholars study the factors that influence consumer onlineshopping. Most studies have focused on exploring the broad intentions or factors ofimpacting online shopping’s consumer behavior, and discuss factors affecting consumeronline shopping particular commodity only a small part of this area, especially withregard to the safety of fresh vegetables. And the results of these studies have not beenwell accepted by the market and online retailers. These proposals did not attractpotential consumers online shopping.To fill these gaps, this study is to investigate factors of impacting the consumer’sonline purchasing fresh and safe vegetables in online shopping patterns. The purpose ofthis study is as follows: first explain and clarify the review research results of on onlineshopping theory and related theoretical support. Second, identify directly or indirectlyfactors related to the variables willingness of consumers’ online behavior of purchasingfresh vegetables, and conduct research on this basis. Finally, verify the effectiveness oflogistic model by analyzing survey data obtained, hope the findings will help toimprove network security sales of fresh vegetables, retailers and sellers’ profits withthese good suggestions.For the purposes of this study, this study uses standardized combination of researchand empirical research methods, as follows:(1) document analysis. Literature searchand research work is essential reading for all methods, in view of the large number ofdomestic and foreign research related to the foundation and sub-sub-sub relevantliterature on the existing research literature in reference to some conclusions, obtainedby deductive reasoning the views expressed in this research framework and basicresearch. This is the logical starting point of this study.(2) Questionnaire survey method.Questionnaire broke through time and space constraints factors in the larger context ofthe survey conducted numerous investigations simultaneously. Used in this study is theconsumer of the data obtained by the survey. The entire investigation into the followingstages: questionnaire design, pre-survey questionnaire revised and improved, again thesecond phase investigation.(3) Econometric model analysis. On the basis of first-hand information on the fieldwork, finishing obtained using logistic regression model tomeasure the influence factors analysis, the scientific, reliable conclusions.The paper will first clearly propose research questions and research backgroundand the significance problem of this study, and summarize and review the results of pastresearch scholars studying the behavior of online shoppers. And a brief description ofthe assumptions and methods involves in this paper as well as the use of research datas.Then this paper will broadly describe the technical route, thus laying the foundation forthe entire study. Secondly, elaborate concepts and theoretical basis of willingness tostudy online shopping to find theoretical support, which includes broader applicationbased on behavioral theory, theory of planned behavior, innovation diffusion theory,the technology acceptance model and information to strengthen the model. Furthermoredescribes the basic elements of the network in the form of purchase fresh vegetables.The analysis focuses on the elements after the online shopping features fresh vegetables,fresh vegetables, and online shopping distribution patterns and compare and summarizedomestic distribution patterns. Survey data is then combined with previous studiestheorists and design hypotheses, build models. Research results through data analysis,we used SPSS software for data validation to analysis Logistic regression model, to findout factors of impacting willingness of consumers online shopping behavior. Finally,according to the results of the previous analysis, this paper will summarize therelationship between the development and management of online shopping andconsumer behavior. On this basis, from the perspective of industry chain management,we will put forward to policy proposals to strengthen the management of quality andsafety vegetables.