| In China, with the development of economy and the speeding up of citizens’ living rhythm, people want to be able to easily buy fresh, high quality agricultural products through internet especially for "office workers". With the development of a new mode of fresh agricultural products to buy, shopping online brings convenience to us. In recent years, with the growth of China’s net citizen population, more people will buy agricultural products online and mainly concentrate in food, rice, grain and oil, etc. For fresh food such as hairy crabs and fruit, online shopping has became popular, Some companies such as Zhongliang Group and Shanghai Vegetable Group has already prepared for fresh aquatic products online sales.At the same time, virtual network lacks of legislation and many other causes also brought difficulties for fresh agricultural products quality and safety supervision. The complexity of fresh agricultural products from production to supply and the weak of fresh agricultural products quality and safety control make online fresh agricultural products safety become a new blind spot need to be addressed.The purpose of this study is to analyze consumers’ online shopping behavior and its influencing factors of aquatic products. Paper mainly focuses on understanding the consumer online shopping behavior situation of aquatic products, analyzes the importance of online shopping related influence factors of aquatic products, evaluates the risk awareness of aquatic products. At the same time, studies the effect of the two aspects on online shopping behavior, and based on this, puts forward management Suggestions on the implementation of online aquatic products companies. Research significantly lies in the key analysis online aquatic products purchasing behavior and its influencing factors. This study will enrich the existing research framework of food online shopping consumer behavior.Paper will study focus on two aspects of consumers’ online shopping fresh aquatic products: “important cognition” and “risk perception”, at the same time, study how the two aspects effect on the online shopping behavior. Mainly includes the following three parts:Part I finds “important cognition” can be divided into four dimensions: product quality dimension; Product external dimension; Online reputation and cold-chain distribution dimension; Logistics and after-sale dimension. And concluded that the positive correlation between four important latitudes, product external dimensions is the most fundamental cognitive requirements, therefore, assume that the product quality cognitive higher than other three dimensions. According to the existing research, we tend to agree with consumers in online shopping fresh food, product quality dimension > logistics and after-sale dimension > online reputation and cold-chain distribution dimension > product external dimension.Consumers focus on some factors, but which cannot related to buying behavior a, because all consumers will pay attention to these factors as well whether they online shopping or not. Just like the hygiene factors in the Herzberg’s two-factor theory. For online fresh aquatic products, consumer product quality is the most important cognition dimension, but the four dimensions do not have positive effect on the online shopping behavior.Part II of the study focuses on risk perception, which is divided into two main dimensions: “product risk dimension” and “time risk dimension”. At the same time, for online fresh aquatic products, two risk dimensions have positive correlation. The risk when Consumers online shopping is higher than the risk when they buy them in a real store or shop. At the same time, consumers will face a risk of waiting time, but for the product risk, consumers may be more likely to accept time risk. So we assume, for online fresh aquatic products, product risk perception significantly greater than the risk perception of time. Risk to have a negative influence on the behavior, data shows that for online fresh aquatic products, time risk perception is not a significant negative impact on the consumer’s online shopping behavior, but the product risk had a great effect on risk perception of consumers’ online shopping behavior.The third part study suggests consumers can be divided into two parts: no online fresh food experience group and have online fresh food experience group. For all consumers, age(negative correlation) and income(positive correlation) obviously correlate to online shopping behavior. This display the young people are keen on online shopping. In addition, the "importance- guarantee of after-sales"(positive correlation) and "risk perception- the website of the items is not complete"(negative correlation), also influence on whether consumers will online shopping fresh aquatic products. |
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