Research On The Risk Awareness Influencing Factors Of Fresh Agricultural Products Purchased By Consumers

In recent years,the development of the Internet and supporting industries has promoted the development of China's Internet shopping market,especially the emerging market of fresh agricultural products,the explosive growth.But compared with the development of mature countries,China through the Internet to buy fresh agricultural products,the proportion of the total number of Internet users is still relatively low,the Internet fresh agricultural products,the amount of monomer transactions is still relatively small,the overall market size is still relatively small The Studies have shown that risk perception is an important factor influencing consumers' Internet shopping.Therefore,to allow more consumers to buy fresh agricultural products through the Internet to promote the development of the Internet fresh agricultural products market,which requires us to fully understand the consumer Internet to buy fresh agricultural products risk perception of the composition dimension,in-depth exploration of the Internet context of consumption The factors influencing the risk perception of fresh agricultural products.Therefore,the purpose of this paper is to summarize the current situation of the development of the online market of fresh agricultural products in China.Through the theoretical research and empirical analysis,we can measure and effectively identify the dimensions of risk perception of fresh agricultural products,and analyze the consumers' Risk perception of the influencing factors,and accordingly put forward countermeasures and suggestions.First of all,this article first reviewed a large number of fresh agricultural products on the sale,consumer risk perception and consumer behavior and other related aspects of the literature,summed up the previous research results.On this basis,it summarizes the four dimensions of privacy,time,finance and product,and measures the risk of purchasing four kinds of fresh agricultural products through the Internet.It is basically able to explain the consumer Internet Buy fresh agricultural products risk perception.In this paper,the three factors of the quality of the Internet platform,the reputation of the freshmen and the quality of the fresh agricultural products are the main factors that affect the consumers 'perception of the risk of fresh agricultural products,and how they affect the consumers' Internet purchase Healthy awareness of fresh agricultural products.Based on this,the theoretical model and the research hypothesis of this study are put forward.Finally,the sample data obtained from the questionnaire survey of some consumers in Nanjing are used to test the hypothesis proposed in this paper.Accordingly,this paper draws the following conclusions:(1)consumer Internet to buy fresh agricultural products risk perception by the product risk,financial risk,time risk and privacy risk composed of four dimensions,they are basically able to explain the consumer Internet to buy fresh agricultural product risk perception.(2)the quality of the Internet platform has a negative impact on consumer perceived product risk,financial risk,time risk and privacy risk.The higher the quality of the Internet platform,the perceived product risk and financial risk of consumers' purchase of fresh agricultural products The lower the risk of time and privacy.(3)the reputation of fresh electricity business to consumers perceived financial risk,privacy risk has a negative impact on product risk,time risk is not significant.The better the reputation of fresh electricity business,the consumer Internet to buy fresh agricultural products perceived financial risk,the lower the privacy risk.(4)The visibility of fresh agricultural products has a negative impact on consumer perceived financial risk,and has no significant effect on product risk,time risk and privacy risk.The higher the visibility of fresh agricultural products,the lower the perceived financial risk of consumers buying fresh produce.(5)Exploring the influence of the personal characteristics of consumers on the risk perception of fresh agricultural products in the five aspects of gender,age,education level,ability to pay and family characteristics.It is found that the consumers' There are no significant differences in the perceived impact of the risk perception of agricultural products,and there are significant differences in the perceived impact of consumers Internet access on fresh agricultural products in terms of education level,age,ability to pay and family characteristics.Through the research,this study puts forward the following countermeasures for the development of the fresh agricultural products market:strengthening the construction of the Internet platform,providing the security and thoughtful service;from traceability to product control,focusing on the construction of fresh agricultural products brand;continuously reduce operating costs,market.