A Study On The Influencing Factors Of Consumers’ Willingness To Buy Fresh Agricultural Products Online

The rapid development of the Internet has provided a smoother channel for the sale of fresh agricultural products,and also provided a broader platform for fresh agricultural products.While selling fresh agricultural products online,while ensuring the quality and safety of fresh agricultural products,we should study how to grasp the psychological aspects of consumers.Investigating the key factors affecting consumers’ willingness to purchase fresh produce online has become a research hotspot in the field of consumer behavior in the current academic world.In order to clarify the factors affecting consumers’ willingness to purchase fresh produce,we will provide targeted marketing strategies for fresh produce e-commerce companies and increase the profits of fresh produce e-commerce companies.By combing the domestic and foreign literatures,it is found that scholars’ research on this field mainly focuses on the development status of fresh agricultural products,the development model of fresh agricultural products,or a general discussion on several factors in a certain dimension.Few scholars have comprehensively analyzed the influencing factors of consumers’ willingness to purchase fresh produce online shopping in several different dimensions.On the basis of comprehensive domestic and international research,the concept of fresh agricultural products and online shopping will be defined by literature research method,questionnaire survey method and empirical research method.Using rational behavior theory,planning behavior theory,belief strengthening theory,and transaction cost theory,this paper analyzes the current situation of consumers’ willingness to purchase fresh produce online.The empirical research method was used to analyze the willingness of consumers in Harbin to purchase fresh agricultural products online.Then,the binary logistic model was used to analyze the influencing factors of consumers’ willingness to purchase fresh produce online.The regression results showed the gender in individual characteristics,whether there is online shopping experience,Age,education level,perceived online shopping value,perceived online shopping practicality,perceived online shopping risk passed the significant test;income level,brand of fresh agricultural products,quality of agricultural products,and services provided by online merchants did not pass significant test.Based on the results of empirical analysis,it is proposed to strengthen the government’s supervision and guidance on the e-commerce of fresh agricultural products,improve the quality of fresh agricultural products,enhance the perceived practicality of consumers of fresh agricultural products,and expand the publicity and brand awareness of online shopping for fresh agricultural products.Improve the online shopping transaction environment of fresh agricultural products,improve the service level of fresh agricultural products merchants,and reduce the perceived risks of consumers’ online shopping fresh agricultural products.The main conclusions of the study are: Only the services provided by fresh e-commerce are better than the traditional offline buying environment,so that more consumers can choose to consume online.To increase the willingness to purchase fresh agricultural products,it is nec essary to combine the government,enterprises and consumers.The government should formulate corresponding standards and rules in the formulation of laws and regulations.While pursuing their own interests,enterprises must take the interests of consumers as the core and organically combine their own interests with the interests of consumers.Consumers themselves should raise their awareness of online shopping,and on the basis of correctly perceiving the value of online shopping,reduce the cognitive risk of online shopping for fresh agricultural products and increase consumers’ willingness to purchase fresh agricultural products online.