Study On The Online-Agricultural-Products-shopping From The Perspective Of Consumers’ Shopping Intention

The rapid development of China’s national economy,coupled with the continuouing integration of the Internet industry and traditional agriculture and the gradual establishment of modern transport system,make the agricultural products in the e-commerce environment the important economic growth point.The consumer attitudes and spending habits have also undergone a major change,"Internet + consumption" has become a new platform for consumption.In this context,the central NO.1 file keeps encouraging the agricultural market system transformation and upgrading in 2016,developing agricultural circulation infrastructure and supporting service system construction,agriculture-related e-commerce platform construction put forward a series of development strategies.The file pointed out: "to promote the development of rural e-commerce to speed up the formation of online and offline integration,agricultural products into the city and agricultural goods and rural areas to the two-way flow of consumer goods;implementation of ’express delivery’ project to encourage large-scale electricity business platform for rural enterprises Service,support local and industry to improve the rural electricity business service system;establish and improve the development of rural electric power to adapt to the agricultural product quality grading,post-processing,packaging and distribution standard system;in-depth e-commerce into the rural comprehensive demonstration." " Internet + agriculture " can bypass the bottleneck of traditional agricultural development,instead of using mobile Internet,Internet of Things,large data,cloud computing and other new information technology,promote the Internet platform of modern agricultural new products,new models And the new format development,and further accelerate the process of development of China’s agricultural modernization.Therefore,to promote the development of e-commerce of agricultural products has become an important measure to further improve the level of agricultural modernization.In this paper,taking citrus from Linhai as an example,this paper firstly uses the theory of consumer cognition and purchase intention theory,transaction cost theory,plan action theory and BRA model to study the agricultural products in China,based on a great deal of reading and reviewing relevant literatures home and abroad.The development of e-commerce and the constraints of the status in-depth analysis and evaluation,clear the situation of China’s agricultural development of electronic products.Secondly,through empirical research,questionnaire survey and interview were used to study the willingness and influencing factors of consumers’ online purchase of agricultural products.Based on 240 valid questionnaires retrieved by survey,SPSS and AMOS were used to carry out statistical analysis.Analysis.On the one hand,descriptive statistics are used to analyze the relevant factors and willingness to buy.On the other hand,the structural equation model is used to analyze the factors that influence the purchase intention of consumers.The main conclusions are as follows:(1)Brand cognition is the most important positive factor influencing consumers’ perceived income and willingness to purchase;(2)Trust has an important positive impact on consumer’s perceived earnings and willingness to buy;(3)overall attitudes have a positive effect on consumers ’perceived earnings and willingness to buy;(4)brand perception,trust and general attitudes have negative effects on consumers’ perceptions of risk;The perception of income positively affects the willingness to buy,and the perception of risk negatively affects the willingness to buy.Finally,according to the conclusion of the study,some suggestions are put forward to promote the development of e-commerce of agricultural products: to increase the government investment,strengthen the brand building of agricultural products,actively guide the network evaluation and improve the consumer confidence;The existing research mainly focuses on the research of e-commerce development of agricultural products from the perspective of the merchants of agricultural products e-commerce,the improvement of relevant supporting measures and the cultivation and production of farmers.Rarely from the perspective of consumer willingness to buy related research.Therefore,this paper from the perspective of consumer willingness to buy e-commerce development of agricultural products to study,is a new attempt.