Research On The Consumer Behavior Of Fast Consumer Goods And Strategy In The "Internet Plus" Environment

In the "Internet Plus" Environment,online purchasing fast consumer goods has been gradually accepted by more and more consumers.However,the virtual characteristics and the uneven status of goods on the network have caused some certain risks to customers.In the increasingly development of "Internet plus retail",the research on the influencing factors of consumers" online purchase of fast,moving consumer goods is conducive to the rapid development of FMCG industry under the new normal conditions.Based on the domestic and foreign scholars on the definition of consumer behavior,model,influencing factors and consumer behavior of fast consumer goods,the paper raises the online purchase intention model of fast consumer goods consumer on the theoretical basis of technology acceptance model and risk theory.Through the analysis of the fast consumer goods market and consumption situation in China,the paper takes leisure food as the research object,through the questionnaire survey to collect relevant data,using spss 19.0 to analyze the data to verify the relationship between variables and the rationality of the model.The results show that cognitive convenience,cognitive risk,consumer subjective norms and cognitive behavior control are important factors influencing the purchase intention for FMCG consumers' online purchasing behavior.Cognitive usefulness can directly affect the purchase attitude and purchase intention,and other factors affect the network purchase intention and behavior mainly through the impact on cognitive usefulness and purchase attitude.Finally,the paper puts forward some suggestions from the business,industry,government and related regulatory to carry out the development of online retail FMCG recommendations,and makes the forecast to the following research.