Research On Intention To Repurchase Fresh Agricultural Products Under E-commerce Environment

China's Internet population base large breed huge Cale of the Internet economy,the popularity of e-commerce and penetrated into every corner,the fresh agricultural products e-commerce is developing rapidly in recent years,but also fierce competition in this industry,service mode,technology and other aspects of innovation patterns emerge in an endless stream for fresh agricultural products,electricity supplier business at this time,these are not important for loyal customers,loyal customers bring more repeat purchase fresh agricultural products to businesses,and repeat purchase is to bring them money source,how to improve the repeat purchase rate of fresh agricultural products business has become a more practical significance of the research topic.Repeat purchase rate and the rate of re purchase of fresh agricultural products,electricity supplier re purchase rate is the determining factor of customer repurchase intention(repurchase intention),sometimes called the re purchase intention,re purchase intention,so this paper is the research of fresh agricultural products under the environment of e-commerce repurchase intention.This paper collects and reviews some relevant domestic and foreign research results,the combination of these important factors of data extraction of fresh agricultural product repurchase intention,the repurchase intention model has been adjusted slightly,made of fresh agricultural products purchase intention model of electronic commerce,for each variable measurement model in this paper refer to some of the mature Cale,the Cale from most Cholars and experts at home and abroad work,according to a survey design Cale,makes an empirical analysis of the data collected in the survey mainly uses correlation analysis and regression analysis,in order to further verify the conclusion the author also selected some Amples of the network user interview.The results of this study indicate that the main factors that influence the intention of repeat purchase of fresh agricultural products include the following aspects: customer perceived value,customer Atisfaction,substitution attraction,e-commerce website brand,transfer cost and so on.Based on these,this paper established a fresh electricity supplier of agricultural products to repeat purchase intention model and puts forward some corresponding suggestions,hoping to help the factors impact on repeat purchase intention of fresh agricultural products e-commerce operators to identify fresh electricity supplier of agricultural products consumption behavior and the corresponding management strategy.