| The rapid development of Internet e-commerce has not only accelerated the agricultural products online,but also made online sales of fresh produce became a trend.The transaction scale of Chinese fresh e-commerce market increased from 3.56 billion yuan in 2012 to 139.13 billion yuan in 2017,with an average annual growth rate of more than 50%.Fruit is the highest proportion in fresh produce.This fully demonstrates the rapid development of fresh fruit products online.The yield of Xinjiang fresh fruits showed a trend of sustained growth in recent years,remaining the state of oversupply.Now offline sales channels have been unable to meet the supply of fruit.The development of fresh e-commerce open up a new direction to solve the problem of xinjiang fresh fruit supply situation.So,what is the situation of the consumer offline and online purchase of fresh fruits from xinjiang? What is the consumer's online willingness to buy fresh fruit from xinjiang? What is the consumer's cognition and expectation online shopping of xinjiang fresh fruit? What are the factors of online shopping intention of xinjiang fresh fruits? This article will carry out the research.This article constructed the suitable model for online shopping intention of xinjiang fresh fruits,by combining with the development situation of electronic commerce of xinjiang fresh fruits and increasing the external variables to extend the technology acceptance model to form its further modification and improvement,also,from the perspective of perceived value.The model will be site features,businesses and product properties three aspects as external variable factors,and making perceived usefulness and perceived ease of use as a intervening variable,and making online shopping intention as the result variable.Based on reading a large number of relevant literature and research and relevant theories,designed the questionnaire and determined the scope of the investigation,getting the valid datas through the issuance of the questionnaire and the collection and performing statistical analysis of valid data.A total of 10 related hypotheses were proposed and verified by empiricalanalysis(the reliability and validity of test and SEM analysis),then geting the final draw relevant conclusions.Finally,in view of the management of xinjiang fresh fruit website,enterprise or business and government,putting forward relevant policy Suggestions.The empirical analysis gets some conclusions.Firstly,consumers' willingness to buy xinjiang fresh fruit is significantly influenced by perceived usefulness and ease of use.Perceived ease of use positively affects perception.Secondly,the credibility of websites and the quality of website,the merchants' quality of delivery,credit evaluation and service quality of merchants,products' attributes have a positive impact on perceived usefulness and ease of use,then impacting on consumers' willingness to buy xinjiang fresh fruit.Thirdly,Website security has a positive impact on perceived ease of use,it just has a certain degree of influence on perceived usefulness,but it is less significant and has not passed the significance test.According to the conclusions,putting forward specific Suggestions: firstly,the website should enhance the richness of the website information and enhance the attraction of online shopping.Secondly,Online business or enterprise should improve the standard system,focus on delivery quality,service quality and improve customer experience.Thirdly,government should increase financial revenue,support and establish a logistics traceability system to reduce intermediate links. |
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