A Study On Influencing Factors Selected By Customer To Buy The Selection Of The Channel Of Origin Green Agricultural Products

At present,experience marketing,content marketing,micro-distribution,block chain and other new marketing and transaction methods are rising rapidly and developing rapidly,which not only widens the choice of customers' channels to buy green agricultural products of origin.It has also promoted competition among green agricultural products companies of origin.In particular,the rapid development of fresh food e-commerce has seriously affected the operation of traditional stores such as supermarkets,farmers' markets,and so on.In recent years,With the slow development of green marketing and the growth of customers' green demand,a new retail era is coming.The crisis of consumer trust of green agricultural products makes customers pay more attention to food quality,safety and perceived process of consumption experience.Online and offline channels are reshuffled,forming a multi-channel selection situation,intensifying market competition.A company urgently needs to adjust its own marketing strategy and strategy.What factors affect consumers' choice of green agricultural products purchase channels,These factors influence consumer selection through what mechanism,which becomes the important basis for green agricultural products company of origin to formulate marketing strategy and seize the market share of the terminal.Based on this,the core issues to be solved in this study are the following three aspects:first,the factors affecting the willingness of high net worth customers to choose green agricultural products of origin;second,the perceived value of consumers' concern about green agricultural products of origin.Third,consumer experience regulates the relationship between influencing factors and consumers' willingness to choose channels.Combined with transaction cost theory,perceived value theory and channel expansion theory,this paper determines the variable dimension and relationship of this paper through literature combing and in-depth consumer interviews,and forms a questionnaire.Then we use SPSS22.0 and AMOS21.0 software to further analyze the survey data to test the research hypotheses.The results show:(1)the channel characteristics and product characteristics have a significant impact on consumers' willingness to choose channels for green agricultural products,among which channel value features.The product characteristic is positive influence,the channel risk characteristic is the reverse influence;(2)the consumer perceived value has the positive intermediary function to the channel characteristic,the product characteristic has the positive intermediary function with the consumer green agricultural product channel choice will,in which the utilitarian value is the complete intermediary function.Social value is part of intermediary function;(3)Consumer experience plays a negative role in regulating channel value characteristics,product characteristics and consumers' willingness to choose channels for green agricultural products.And there is a positive adjustment between channel risk characteristics and consumers' willingness to choose green agricultural products.