Purchase Intention Of Fresh Agricultural Products Under O2O Mode

The development of internet technology and logistics promotes the combination of the traditional enterprises and the internet.The O2 O mode as a new kind of business model,it promotes the integration of online and offline sources.With the state policy support and the huge market profit,fresh agricultural product is becoming a new development space and profit growth point in the current e-commerce industry.The customer purchase intention affects the success of the transaction directly,so studying on the products purchase intention of fresh agricultural under the O2 O mode has a very important theoretical significance and practical application value for the fresh electricity suppliers to improve the customer’s purchase intention.In the thesis,the research background and significance,the theory basis of O2 O mode customer satisfaction and the customer purchase intention,and the data analysis methods were expounds.Secondly,according to the present literature,the corresponding research hypotheses were put forward and the model of purchase intention of fresh agricultural products under O2 O mode was set up.Thirdly,the scale and questionnaire was designed according to the main research contents and the existing research results.Then the questionnaires and the sample data were collected.Finally,descriptive statistics,reliability test,validity test and correlation analysis were adapted in to analysis the sample data by using SPSS 19.0 and AMOS 21.0.According to the result of the analysis data,this article puts forward some improvement suggestions on the aspects of optimizing the online website,improving the service quality,merging the online and offline sources,building the cold-chain logistic and cooperating with other fresh electricity suppliers.