Study On Online Purchasing Intention Of Fresh Agricultural Products Based On The UTAUT Model

With the growing scale of e-commerce in China and the change of consumer's consumption concept,the popularization rate of Internet is increasing,and online shopping is gradually becoming the mainstream consumption mode.Among the many commodities,fresh agricultural products as one of them,the industry penetration is low.Many e-commerce are involved in preemptive market share.However,because of the perishable and easily damaged characteristics of fresh agricultural products themselves,the high requirement of storage conditions,and the fact that the online shopping market of fresh agricultural products is still in the primary stage,and the cold chain logistics system is not perfect and some other factors,the development of fresh electric products has encountered bottlenecks.Overall,consumers' acceptance and recognition of online purchases of fresh agricultural products at this stage are not high enough.Only a small number of people choose to buy fresh agricultural products online.In view of this,it is of great significance to further understand and explore the influencing factors of consumers' desire to purchase fresh agricultural products online,and to promote the precise marketing of enterprises and businesses,and to promote the development of fresh food e-commerce.Through combing the relevant literature and theories,this papercombines the characteristics of fresh agricultural products and e-commerce(interactive),innovative introduction of "pleasure motivation" and other variables from the perspective of consumers on the basis of UTAUT' theoretical model.So that the research model of this paper is constructed and the corresponding hypotheses are put forward.Through online survey platform of "questionnaire Star",WeChat,QQ,and offline paper questionnaire,we have obtained 302 valid questionnaires.The data and theoretical models are analyzed and tested by SPSS22.0 and AMOS21.0.The results show that performance expectation,effort expectation,interaction and pleasure motivation had a positive effect on consumers' online fresh agricultural shopping intention.The effect of perceived risk on online purchase of fresh agricultural products is not significant;Gender,the frequency of online shopping of fresh agricultural products,and consumers' innovative regulated the theory model.According to the results of empirical analysis,this paper puts forward some strategies for promoting the development of e-commerce of fresh agricultural products,such as website design,product quality,supporting services,marketing promotion and so on,in order to improve consumers' satisfaction with online shopping of fresh agricultural products,and to attract and encourage more consumers to choose to buy fresh agricultural products online.