Research On Influencing Factors Of Intention To Buy Fresh Produce Online For Consumer

The scale of fresh agricultural products market is trillion, and the fresh e-commerce has a vast development prospect, which is regarded as "the last piece of Blue Ocean of e-commerce". Nevertheless, the situation of e-commerce development is not optimistic. The reasons are that the popularity of fresh e-commerce market is less than 1.6%, and the earnings ratio is no more than 1%. Based on the perspective of fresh e-commerce platform, the paper have research on the effect of the various factors of the platform on the desire of consumers on online shopping. And looking forward to it can be helpful for the e-commercial enterprises and relevant departments.The paper have analyzed the fresh e-commerce development situation in our country, form the following aspects:chain, the scale of market, primary categories and development dilemma of the industry of fresh e-commerce. Based on the literature review, the author have selected Technology Acceptance Model (TAM) and Perceived value as its theoretical basis, and have established the theoretical model of the paper. The model treat systematic design, brand recognition, user security, user service, product feature, logistics quality as antecedent variables. And treat perceived risk, perceived ease of use, and perceived usefulness as middle variable. What’s more, online shopping wishes works as outcome variable in this model. Therefore, there are 5 hypothesis put forward, the paper have managed to verify these though empirical analysis.The research have select ten counties to conduct a survey and have 313 samples in Chengdu. The data have managed to pass the reliability and validity test, so it’s suitable for factor analysis. The new measure dimensions are consistent with the original dimension. Furthermore, according to the principle of structural equation modeling, the paper established an initial model. Using AMOS 17.0 for operation, the output is unsatisfactory. At last, using the two ways of extended model and limitations model to correct the initial one, and combine with the output and actual situation to establish the final research model.Through the empirical analysis of Chengdu consumers, the following main conclusions are drawn:Firstly, perceived usefulness is the greatest impact on the intention of online shopping, the standard path coefficient of Perceived usefulness is 0.50, is the largest of the three perception factors, which shows that consumers are most sensitive to it.Secondly, Perceived risk has a negative impact on the intention of online shopping, which is negative impact on the willingness of online shopping. The standard path coefficient of perceived risk to online shopping intention is-0.35, it is negative impact on the willingness of online shopping.Thirdly, systematic design is the greatest impact on the intention of online shopping.According to the results of the total effect of online shopping intention, the influencing factors of fresh e-commerce platform on the willingness for consumers to online shopping from large to small, followed by systematic design, brand recognition, product feature, logistics quality, user service, user security.According to the three main conclusions of this paper, three countermeasures are put forward to the fresh E-commerce company and the government:Firstly, Improve the level of logistics quality, enhance the perceived usefulness of consumer online shopping. Secondly, Pay attention to user security, reduce the perceived risk of consumer online shopping. Thirdly, Strengthen the technological innovation, enhance the level of systematic design.