The Empirical Study On The Influencing Factors Of Consumers’ Intention To Buy Green Agricultural Products On Line

Nowadays,with the rapid development of China’s economy,people’s dietary consumption has changed from satisfying food to satisfying delicious and health.Compared with ordinary agricultural products,green agricultural products have great advantages: it is more secure in terms of quality safety and nutritional health,and more in line with people’s current demand for food.With the continuous popularization of the Internet and the rapid development of the logistics industry,it has broken the past occlusion and provided a new opportunity for the development of green agricultural products.However,China’s green agricultural products’ online market has developed slowly,which is closely related to food safety incidents.Once food safety issues take place,the worries and precautions that are brought to the public.Thus they undermine the consumer’s trust in green agricultural products.This not only has a strong shock on the online green agricultural products market,but also affects people’s livelihood development and social progress.Therefore,to explore the influencing factors of the purchase intention of green agricultural products online,targeted to stimulate the green agricultural product online sales market,which not only has some reference value for the development of online market of green agricultural products,but also have guiding significance.in promoting the development of people’s livelihood by enhancing the food security trust and confidence of the public’s.This paper collects and collates relevant research literatures.Based on the theory of transaction cost theory,it derives the theoretical model of this paper with the classification of online supply chain participation subject,and puts forward the influence of each subject on the safety trust of green agricultural products and the intention about green agricultural products to purchase online.The research hypothesis that security trust plays a mediating role.Under the guidance of the instructor,the questionnaire was designed,the recovered data was scientifically processed,the processed data was descriptively analyzed and test,and then the three-step regression analysis was carried out to judge the relationship between the variables by using SPSS19.0.Finally,AMOS20.0 was used to analysis the trust in the the mediation role and completed the verification of the 22 research hypotheses.The results show that perceived risk,producer behavior,and government regulatory behavior have significant effects on the safety trust of green agricultural products,in which perceived risk has a significant negative impact on the trust.Government regulatory behavior,social groups and green agricultural safety trust have positive impact on online purchase willingness.Purchasing costs,online dealer behavior,and certification agency behavior have no significant impact on median variables and dependent variables.The safety trust of green agricultural products plays a full intermediary role in the impact of perceived risk and producer behavior on the willingness to purchase green agricultural products.It plays a part in mediating the influence of government regulatory behavior on the willingness to purchase green agricultural products.Therefore,the corresponding management suggestions and inspirations are proposed for the research conclusions: improve the government food safety supervision efficiency further more;establish and improve the information disclosure system;enhance the credibility of the certification agency’s safety certification;promote the reputation of the online marketing industry about green agricultural product;reduce the consumer perceived risk.