Research On Influence Factors Of Online Shopping Intention For Agricultural Products Of Dried Fruit

With the full permeation of Internet technology in various aspects of the society,shopping online has become an important trade form which has changed ordinary consumers'life style.Different from the traditional way of shopping,online shopping not only broke the geographical and time constraints,improve the efficiency of the transaction;But also reduce intermediate links,reduce transaction costs,thereby stimulating consumer's purchase desire.In numerous online shopping products,agriculture products as one of the necessities of life,its online transactions amount increased every year,becoming rising star in the field of online shopping.The dried fruit agricultural products is an important type of agricultural products,so studying its online shopping intention influence factors and interaction relationship between the factors is of great significance for electric business enterprises to understand consumer needs and promote its development.Consumers' online shopping intention for dried fruit agriculture products,not only affected by general factors,but also influenced by its own product characteristics and consumer characteristics and other factors.The paper use the explanatory and internationally accepted Technology Acceptance Model(TAM)to analysis,builds the theory model of the influence factors of dry agricultural products online shopping from three aspects-characteristics of dried fruit agricultural products,perceived channel characteristics(including the perceived online shopping ease of use,perceived online shopping usefulness and perceived online shopping risk)and consumer individual characteristics(including online shopping experience and consumer innovation),altogether defined 6 latent variable and 24 observed variables,and put forward the hypothesis.Then,based on 410 valid questionnaire collected by questionnaire investigation,carries out an empirical research using structural equation model(AMOS21.0),analyzed the main influencing factors of dry agricultural products online shopping intention,discussed the influence of each factors for the online shopping intention,including accurate action path and influence degree.Finally,group test the two moderating variable-the online shopping experience and consumer innovation,verified its regulatory role in each influence path.The empirical results show that four variables:characteristics of dried fruit agricultural products,perceived online shopping ease of use,perceived online shopping usefulness and consumer innovation are main factors for dry agricultural products online shopping intention,but the influence between perceived online shopping risk and online shopping intention is not significant.The accurate action path of each influence factors:characteristics of dried fruit agricultural products,perceived online shopping ease of use and consumer innovation are have indirect positive effects on online shopping intention through mediating variable-perceived online shopping usefulness;Perceived online shopping usefulness has direct positive effects on online shopping intention.The influence degree from big to small is as follows:perceived online shopping usefulness effects on online shopping intention,perceived online shopping ease of use effects on perceived online shopping usefulness,characteristics of dried fruit agricultural products effects on perceived online shopping ease of use,characteristics of dried fruit agricultural products effects on perceived online shopping usefulness,consumer innovation effects on perceived online shopping usefulness,consumer innovation effects on perceived online shopping ease of use,the standardized path coefficients were 0.927,0.556,0.746,0.308,0.278,0.204 and all reached a significant level of 0.001.In addition,the group test results of moderating variable show that two variables:online shopping experience and consumer innovation has partial regulation effect in each influence path.Finally we provide some suggestions and references for the online sales of dried fruit agricultural products based on the outcomes of the verification.