Impact Of Perceived Risk On Purchase Intention In Online Shopping Of Fresh Agricultural Products

The vigorous development of Internet technology has promoted the maturity of e-commerce,at the same time,as the electricity supplier in the field of "the last blue ocean" fresh trend cannot be neglected,major electricity supplier enterprises have entered the fresh electricity supplier market,The amount of online transactions of fresh agricultural products is also breaking the original record year by year,online shopping of agricultural products has gradually been accepted and favored by the public.In the face of prosperity,is the annual loss of major fresh businesses and platforms,the net purchase of fresh agricultural products accounted for the proportion of users of online shopping is not ideal.Compared to other online sales of goods,the daily necessities of the sale of fresh agricultural products is still relatively small,rising potential is still great.Among them,many experts and scholars believe that the consumer perceived risk when purchasing fresh agricultural products is the main reason for choosing the network channel to buy fresh agricultural products.Therefore,the study on fresh agricultural products in the consumer online shopping perceived risk,and explore the impact on purchase intention,further put forward the countermeasures to cut the consumer perceived risk in online shopping for fresh agricultural products,and strategies to improve consumer purchase intention,is very important.This paper selects fresh agricultural products as the research object,and analyzes the impact of consumer perceived risk in online shopping on the purchase intention,on the basis of these two variables,trust and word of mouth,this paper studies the role of trust and word of mouth in this process.Through the review and arrangement of previous literature,this paper divides the perceived risk of online shopping of fresh agricultural products into:perceived economic risk,perceived functional risk,perceived time risk,perceived psychological risk,perceived physical risk and perceived delivery risk are six dimensions.The use of SPSS20.0 software,hypothesis testing,analysis of 370 network questionnaire data through reliability analysis and factor analysis methods,the perceived risk and its dimensions have significant negative influence of fresh agricultural products online shopping intention and trust;consumer trust in online shopping has negative influence of fresh agricultural product intention;trust plays a partial mediating role of perceived risk on purchase intention;online word-of-mouth has a moderating effect of perceived risk impact on purchase intention in the process;Internet word of mouth plays a moderating role in the influence of trust on purchase intention.Finally,according to the hypothesis test results,how to cut consumer perceived risk for fresh electricity supplier targeted marketing strategy and suggestions.