Research On The Factors Of Online Shopping Behavior For Fresh Agricultural Products Based On UTAUT

With the development of information technology and the popularization of the Internet,online shopping arises at the historic moment.By breaking the limits of time and space,online shopping has completely upended the traditional way of purchasing and shopping environment,and quickly penetrated into all aspects of people's life,increasingly becoming an important way for people to complete and optimize their daily work and life.E-commerce,which is closely related to the network shopping,is an opportunity for the development of China's agriculture,while promoting the digitalization of China's second and tertiary industry.The E-commerce of agricultural products provides a solution to the problems of the long and inefficient circulation of agricultural products,while increasing peasants' income.However,due to the weak nature of agriculture and agricultural products,clothing,books and digital products are currently the main products for online shopping.The agricultural products online shopping are not satisfactory in penetration rate.Although fresh agricultural products are high-frequency just-needed products that supplement human body's nutrition,they are difficult to sustain because of short shelf-life and easy perishability,so E-commerce of fresh agricultural products which is of bright future now is also difficult.Therefore,it's necessary to study on the influencing factors of fresh agricultural products online shopping,which contribute to both consumers online shopping behavior' research and E-commerce of fresh agricultural products' development.This paper,based on the UTAUT model,studies the factors that affect the online shopping behavior of fresh agricultural products.According to the characteristics of online shopping of fresh agricultural products,the theory of perceived risk and tusage context is added to improve the main variables of the theoretical model.And combined with the consumer characteristics of online shopping fresh produce,health awareness and the average monthly disposable income is added in the regulatory variables.Therefore this article mainly analyzes the following aspects:(1)The effect of the usage situation on performance expectation and the effort expectation.(2)The impact of performance expectation,effort expectation,social influence,perceived risk,contributing factor and health awareness on the online shopping of fresh agricultural products.(3)The regulatory role of the average monthly disposable income,the online shopping frequency of fresh agricultural products and health awareness.Study adopts questionnaire survey and finally collected 290 valid questionnaires by random sampling over internet.The conclusions by the statistical tool of SPSS17.0 and AMOS17.0 show as follows:(1)Usage context indirectly affects the online shopping intention of fresh agricultural products by positively affecting performance expectations and effort expectation.(2)Performance expectation and health awareness significantly positively impact on online shopping intention;perceived risk negatively correlated with online shopping intention;contributing factors and online shopping intention positively correlated with the online shopping behavior;effort expectation and social influence don't significantly affect the online shopping intention.(3)The online shopping frequency and health awareness is of significant regulatory role,monthly average income isn't of significant regulatory role.The results show that usage context,performance expectation,contributing factors,perceived risk,health awareness will significantly affect the online shopping of fresh agricultural produce.Accordingly,the following suggestions are put forward:(1)Founding quality control management,establishing quality standard system of fresh agricultural product.(2)Providing customized nutrition analysis and suggestions,improving customer service and experience level.(3)Implementing production area management and traceability mechanism,building the quality safety system of fresh agricultural products.(4)Enhancing the sercive of the cold chain logistics and the "last mile distribution”of fresh agricultural product.(5)Selecting the specific place or environment for the promotion of fresh agricultural products online shopping.(6)Promoting the marketing of fresh agricultural products online shopping,cultivating the habits of online shopping fresh produce.