A Study On The Migration Intention Of Agricultural Products Consumers' Offline Channels To Online Channels

Recently,with the rapid development of the network economy,people's way of life has undergone tremendous changes,consumers can buy goods or services by more and more ways.At present,the fresh E-Commerce has not yet entered the stage of large-scale popularization.Therefore,this paper aims to explore the consumers' migration intention in the fresh industry based on the relevant literature at home and abroad.Based on the technically acceptable model,this paper introduces five external variables,including initial trust,perceived risk,social impact,product attributes and scenario factors,using perceived usefulness and perceived ease of use as mediator variables,to construct the conceptual model of the migration intention of agricultural products.This paper uses SPSS and AMOS for data analysis,including descriptive statistical analysis,reliability and validity analysis,factor analysis and structural equation model analysis.The results show that the perceived risk and social impact are the most significant factors to influence perceived usefulness and perceived ease of use,followed by initial trust and scenario factors.The results also show that product attributes affect perceived usefulness,while product attributes have no significant effect on perceived ease of use.