| China e-commerce is developing rapidly during the "Internet +" era,and the fresh agricultural products are on no exception.With lots of e-commerce merchants increasing investments in the field of fresh agricultural products,online sales industry of fresh agricultural products is expanding all the time,which is undoubtedly a revolution for the sales of fresh agricultural products.Due to the convenient trade and various categories available online,more and more consumers favor the online channel(or online for short)for fresh agricultural products,therefore the traditional channel(i.e.offline channel,or simply offline for short)and the developing online channel have become the two main ways to purchase fresh agricultural products for consumers.Under certain conditions,the distribution of consumers between the online channel and offline channel is stable,but because of differences between the channels,some consumers will transfer from one channel to another channel,namely the occurrence of channel migration.This paper defines the concepts of fresh agricultural products,online channel and offline channel firstly,analyzing the product factors consumers may consider when shopping online,and then introduces push-pull theory,PPM model,consumer-behavior-theory model and summarizes the consumers' channel-migration behaviors and the influencing factors,and then out of comprehensive consideration of the factors of consumers,products and channels,selecting the the price and selectivity offline,perceived usefulness online,perceived ease of use online,subjective norms,perceived conversion costs,product risk,the channel-migration model is built based on the integration of PPM and TAM theory to analyze consumers' channel-migration willingness of transferring from offline to online to purchase fresh agricultural products.Using descriptive statistics,independent sample T-test analysis,single factor variance analysis,structural equation analysis,regression analysis and other methods,this paper gets the following conclusions:First,this paper indicates that more than a third of the consumers prefer to migrate from offline to online to buy fresh agricultural products and nearly 31.4% of consumers choose the "neutral willingness ".Besides,the rest of the consumers have made it clear that they have no channel-migration willingness.Overall,consumers' willingness to migrate from offline to online is not high.Second,age and the experiences of fresh agricultural products online-shopping have significant influence on consumers' channel-migration willingness of transferring from offline to online to purchase fresh agricultural products.At a younger age and with more experiences of fresh agricultural products online-shopping,the consumers' willingness to migrate from offline to online is higher.Third,the price and selectivity of fresh agricultural products offline serve as push factors,playing a positive role in promoting the consumers' willingness to migrate from offline to online for the purchase of fresh agricultural products.The perceived usefulness online and perceived ease of use online serve as pull factors,playing a positive role in promoting the consumers' willingness to migrate from offline to online for the purchase of fresh agricultural products.The subjective norm,perceived conversion costs and product risk serve as mooring factors,playing a negative role to impede the consumers' willingness to migrate from offline to online for the purchase of fresh agricultural products.Fourth,the mooring effects equal to the effects of push and pull factors,which is a good explanation why a large part of the consumers do not have channel-migration willingness,because they may keep the original channel or choose both offline and online channel,once the equilibrium state breaks,they will decide to migrate or not.Fifth,perceived ease of use online has a positive effect on perceived usefulness online,which proves the applicability of TAM in the study of consumers' channel-migration willingness.Sixth,due to the special attributes different from other pruducts,the product risk of fresh agricultural products is reflected in the quality,freshness,health,function and transportation,and consumers will face quality risk,fresh risk,healthy risk,functional risk and transportational risk,thus channel-migration willingness from offline to online is impeded. |
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