Research On The Effect Of Perceived Risk On Purchase Intention Of Online Shopping Of Fresh Agricultural Products

As the last blue ocean in the field of e-commerce,the development momentum of fresh e-commerce can not be underestimated.Since 2013,the fresh e-commerce transaction volume has shown rapid growth in every year.However,compared with other types of products,the market penetration rate of fresh e-commerce industry is not high,and most of the fresh e-commerce enterprises are still in a loss state.Relevant research shows that,with the increasing attention to food safety and health issues,online shopping of fresh agricultural products has a higher perceived risk than other products for consumers.Therefore,to explore the perceived risk factors of consumers' online shopping of fresh agricultural products and to improve consumers' willingness to purchase fresh agricultural products online has become a research topic of great practical significance.This paper summarizes the research on e-commerce of fresh agricultural products,and combs the related theories such as perceived risk,consumer trust,consumer health awareness and so on.On the basis of theoretical research,combined with the characteristics of fresh agricultural products and taking fresh fruits and vegetables as an example,the impact model of perceived risk on online shopping intention of fresh fruits and vegetables is established.Among them,perceived risk is divided into five dimensions: economic risk,functional risk,physical risk,psychological risk and time risk.Consumer trust is the mediator variable,consumer health awareness is the moderator variable.Based on this,this paper puts forward the research hypothesis.This paper uses questionnaire survey to collect questionnaires and 294 valid questionnaires were collected.And then this study uses SPSS19.0 to test the reliability and validity of the questionnaire.And the model is analyzed by AMOS17.0.The mediating effect of consumer trust and the moderating effect of consumer health awareness are tested by PROCESS program of SPSS software.The empirical results show that: economic risk,functional risk,physical risk,psychological risk,time risk negatively affect consumer trust and consumer trust has a significant positive impact on online shopping intention of fresh fruits and vegetables.Consumer trust plays a mediating role in the relationship between perceived risk and online shopping intention.Consumer health awareness positively moderates the negative impact of functional risk,physical risk and psychological risk on online shopping intention.However,the moderating role is not significant in the relationship between economic risk,time risk and online shopping intention.Finally,according to the analysis conclusion,this paper puts forward some suggestions on how to reduce the perceived risk of consumers' online shopping of fresh agricultural products from the perspective of fresh e-commerce enterprises.