Research On Influencing Factors Of Fresh Agricultural Products Online Purchase Intention

In the network era of rapid development,Shopping fresh agricultural products online will be the development trend of the future.However,the electric business platform trading mainly concentrated in the clothing,electronic products,household items,etc.,while the fresh agricultural products market share is relatively small.Most people are hesitate to try the new way of shopping.In this context,studying on consumer online shopping behavior of fresh agricultural products can not only discover the factors influencing consumer online shopping intention which can contribute to enrich theory of consumer behavior,but also put forward reasonable suggestions for E-commerce enterprise on how to adapt to consumer demand from the perspective of marketing.It will help electronic business enterprises seize market opportunities,meet the challenge.This article taking the online shopping of fresh agricultural products as the research object,corrects and supplements the model variables by using UTAUT2 as the theoretical frame,integrating the theories of perceived risk,individual innovation and using situation,and finally builds up the theoretical model of the influencing factors of fresh agricultural products online shopping from the perspective of consumers.Questionnaire was done by collecting 387 valid samples,and SPSS 21.0 software was used to test the reliability of the samples.Finally,SEM was used in AMOS 21.0 software to test the model and analysis the path used in this article.The results show that the performance expectations,effort expectancy,hedonic motivation,facilitating conditions and individual innovative all have significantly directive positive influence on consumers online shopping intention of fresh agricultural products.The usage situations of the consumers also had significantly positive influence on performance expectations and effort expectancy.Also the gender,as the moderator variable had big influence to the measurement model;however,the personal innovation and if they had the experience of online shopping of fresh agriculture products did not have significant influence on the model.Based on the study,some corresponding suggestions were proposed to “E-commerce enterprise” from improving E-commerce platform function design,increasing shopping pleasure,pinpointing targeted group,strictly controlling the quality of agricultural products and so on to help the electric commercial enterprises to better reaching their marketing objectives,and to offer a reference for the revolution of fresh agricultural products circulation system of our country.