Research On Consumers' Purchase Intention About Online Cross-border Agricultural Products In Guangdong Province

As an innovative channel for the import of agricultural products,the cross-border e-commerce of agricultural plays a crucial role in ameliorating the contradiction between the supply of domestic high-quality agricultural products market and the unmatched upgrading of residents' consumption structure.In recent years,with the further development of ‘Internet and Foreign Trade',the application of cross-border e-commerce has expanded gradually in the field of agricultural product import trade and the development of cross-border e-commerce of agricultural needs to be improved.Under this circumstance,studying the characteristics of customers' behavior of online cross-border agricultural product is the key factor to exploring the effect on consumers' willingness of participating in cross-border e-commerce of agricultural.In addition,the studying is also an important research on increasing the participation of consumers in cross-border agricultural product online shopping,steering the market trend on the cross-border e-commerce of agricultural,achieving sustainable development of the industry.Based on research of the purpose of expenditure globally and the theories of rational behavior and innovative diffusion,this article creates a conceptual model of influential factors of consumers' purchase intention on online cross-border agricultural products and analyze the data collected from the surveys by the use of cross-tabulation analysis method,structural equation model,multi-group analysis and so on.The conclusions are following:(1)The cross-border of agricultural products in the e-commerce market is still at a young age.the regular consumption group who has a relatively lower frequency of purchase is at the percentage of 22.9.Moreover,the annual consumption level is low and the expenditure is in segment of 501-2000 yuan.In addition,the consumption is a single type and dominated by dairy products.(2)The cross-border of e-commerce products from agriculture has a widely prospect.Consumers are highly enthusiastic to cross-border e-commerce of agricultural products.Furthermore,there is a considerable potential consumer market which is manifested in three aspects: market expansion,stability of group purchasing power and diversification of market structure.(3)Cognitive and affective factors impose various effects on the consumers' willingness of cross-border agricultural products online shopping.At the cognitive level,logistics services,quality of information and quality safety of agricultural products plays a significant role in promoting willingness of consumers to purchase cross-border agricultural products online.However,there is no significant impact on value.The possible explanation is that the theoretical complementarities of cross-border of e-commerce products from agriculture have not been implemented eventually in real agricultural products trading or service links.At the emotional level,innovation actively promotes consumers' willingness of buying while habits play a blocking effect on consume.(4)The experience of online shopping of agricultural products has a positive influence on the willingness of consumers of cross-border agricultural products online shopping.Descriptive statistical and multi-group analysis show that the willingness of consumers in cross-border agricultural products from experienced groups is higher than those who lacking in experience.Based on the conclusions above,this article proposes five suggestions on promoting the stable development of cross-border imports of agricultural products in e-commerce industry: improving the logistics infrastructure,strengthening the construction of an information system,promoting the construction of a quality safety supervision system,increasing publicity and experience,and giving full play to the market role of specific consumer groups.