A Study On The Influencing Factors Of The Satisfaction Of Net Purchases Of Agricultural Products

With the continuous development of social economy,sustainable development has become the mainstream of society and aroused people's wide attention.In the continuous promotion of green,ecological consumption as a new guide to life today,consumer awareness of moral consumption has become an important way to promote China's green development.With the rapid development of agricultural products online shopping,the popularity of green consumption concept will also bring new challenges to the operation of agricultural products online shop.Agricultural products online shop should not only meet consumers' diversified consumption demands for agricultural products,but also ensure the promotion of the core competitiveness of their own agricultural products online stores in the rapidly developing agricultural products e-commerce,attract the attention of consumers,generate purchase intention,and can form long-term emotional connection and brand attention.Therefore,consumers are gradually paying attention to the transmission of moral attribute information of agricultural products such as safety and ecology,how to optimize the product attributes of the web page expression effect,has become an important way to improve the satisfaction of consumers online shopping.First,a literature review of relevant research on the influencing factors of consumer online shopping satisfaction at home and abroad.The results show that the related research on consumer satisfaction with agricultural products online stores lacks a perspective based on the relevance of online store page data.The effect of the difference in the information expression of "moral attribute" on consumers' satisfaction with online stores of agricultural products is lack of in-depth research.Therefore,based on the relevant theoretical research of product moral attributes,according to the existing literature research on consumers' online shopping satisfaction of agricultural products,from the perspective of consumers,this paper analyzes and extracts the information expressed on the page of taobao shop for agricultural products,finally,14 observational variables were summarized,and also selected 300 samples from different stores and the same brand of soybean oil.All data information is extracted from the page of the shop.First,the reliability and validity of the collected data were tested by using SPSS 18.0.Secondly,through exploratory factor analysis,the dimensionality of 14 observed variables was reduced to find common factors.Finally,AMOS21.0 was used to analyze the path between each factor through the structural equation model to verify the impact of the moral attributes of agricultural products on consumer satisfaction.At the same time,machine learning prediction algorithms are used to predict different models of factor combinations and obtain prediction accuracy,so as to further verify the effectiveness of the structural equation model according to the prediction accuracy.The research shows that the common factors of online shopping information variables of agricultural products can be divided into market information,functional attributes and ethical attributes.The positive correlation between market information and consumer satisfaction is significant,while the correlation between functional attributes and consumer satisfaction is weak.According to the prediction accuracy of the three machine learning candidate algorithms for the three models of market information and moral attributes,market information and functional attributes,and moral attributes and functional attributes,it can be known that under the market information and moral attribute models,the selected candidate algorithm predicts The accuracy is higher than the other two models.For this reason,online store operators must clearly realize,With the continuous increase of consumer awareness of consumer responsibility,ethical attribute is a mediating variable that cannot be ignored in the online shopping of agricultural products,its impact on consumer satisfaction will continue to grow,attention should be paid to the information expression of page moral attribute,only by integrating more social responsibility and ethical attribute value demands,to be better accepted and recognized by consumers.At the same time,the support and supervision of agricultural institutions onine stores by government agencies and online shopping platforms are also crucial to the establishment of a sense of responseibility for agricultural products online stores.