Special Agricultural Products In Thee-commerce Environment Consumer Buying Behavior Research

In recent years,the state has always regarded the problem of "agriculture,rural areas and farmers" as the core of economic and social development.The issue of "agriculture,rural areas and farmers" is of great significance to the development of national economy and the people’s livelihood,and to solve the problems of increasing farmers’ income and the employment of farmers.Making full use of e-commerce platform to promote the sales of featured agricultural products to promote rural revitalization,to promote the employment of farmers,and to increase agricultural income may be one of the most effective ways.On the other hand,with the steady development of social economy,people’s living standard has been gradually improved,and consumers’ demand for featured agricultural products has been increasing.To meet their taste and social needs.With the continuous investment of "Internet + agriculture",more and more people are optimistic about the future development of the e-commerce of featured agricultural products.The e-commerce of featured agricultural products is the most promising market in the future.Through e-business platform,we can break down the regional sales barrier,make the featured agricultural products become the common commodity of the general consumers,and raise the income level of the farmers.At present,our country characteristic agricultural electricity development,there are all kinds of problems,for example,the characteristics of agricultural products price and quality not in conformity with actual,cold-chain logistics service level is weak,the service quality to be improved,the lack of professional agricultural products e-commerce talents.These problems have largely hindered the development of the e-commerce of featured agricultural products,resulting in the poor circulation of featured agricultural products in the region,which cannot meet the practical needs of consumers.E-commerce is through characteristic agricultural products sales,"the last kilometer" important channel,therefore,how to break the barrier of the consumption area,improve liquidity characteristics of agricultural products,realize the peasants’ income,which is one of the purpose of this study,based on the characteristics of the consumer perspective agricultural e-commerce development has obvious practical significance.In this paper,in the perspective of consumers,to consumer behavior through the characteristics of e-commerce platform to buy agricultural products,on the basis of the survey data of characteristic agricultural products in China were summarized current situation and existing problems of the development of electronic commerce,the empirical analysis the consumer behavior through the characteristics of e-commerce platform to buy agricultural products the influencing factors,and puts forward corresponding countermeasures.The content of the study is described from the following six aspects:The first chapter is the introduction part,mainly introduced the research background,research purpose of this article,the theoretical and practical significance,and then to the characteristics of e-commerce of agricultural products at home and abroad,consumer products online purchase intention and behavior of the literature review and summary,find the breakthrough point of this study.Finally,it is the research method and feasibility analysis of this paper,and the innovation and shortage of the thesis.The second chapter is the theory analysis part,features of characteristic agricultural products,agricultural products e-commerce concept,characteristics and related theories,lays the foundation for the analysis and summary,and in this paper,we study related theory mainly grounded theory,the long tail theory,Maslow’s demand theory,constructs the consumer behavior through the characteristics of e-commerce platform to buy agricultural products theoretical analysis framework.The third chapter is the part analysis the present situation and the existing problems,through the consumer survey data analysis for the existing problems in the development of characteristic agricultural e-commerce in China,mainly in four aspects: one is the characteristic of characteristic agricultural products e-commerce consumer groups is obvious;Second,consumers are familiar with the purchase of featured agricultural products.Third,consumers have higher requirements on the quality of products featured in online shopping.Consumers have a high demand for instant distribution of fresh produce.The problems existing in the development of e-commerce in China’s characteristic agricultural products mainly focus on four aspects: first,the logistics is immature,the quality of fresh food is difficult to ensure,and the consumers cannot trust;Second,the brand creation to be strengthened,consumers to the product identification degree is not high;Third,the e-commerce is less,it is difficult to provide quality service for consumers;Fourth,the regulatory mechanism is not sound,consumer rights and interests are difficult to guarantee.The fourth chapter is the empirical analysis part,by the national 983 consumer behavior through the characteristics of e-commerce platform to buy agricultural products,on the basis of the survey data through electronic business platform for consumers to buy the influence factors of characteristic agricultural behavior is analyzed,and the influencing factors of individuals and families,for the consumer characteristic agricultural product properties and market environment,analyze the factors of consumers by the influence of the behavior characteristics of e-commerce platform to buy agricultural products.The fifth chapter is the countermeasure part,according to the content of the research on the development of characteristic agricultural products e-commerce put forward the corresponding countermeasures and Suggestions: one is to do market research and analysis,accurate positioning target groups;Second,improve product quality standard and develop brand market effect;Third,we will pay attention to the positioning of commodity structure and build a featured e-commerce platform.Fourth,we should attach importance to the development of industrial integration and cultivate reserve professionals.Fifth,improve product classification standards and promote the development of agribusiness.