Research On The Influence Of Online Shopping Presence On Online Stickiness Of Consumers Under B2C Mode

With the development of science and technology,people’s consumption patterns have undergone a revolutionary change.It is common to buy fresh products through online platforms,and fresh e-commerce has developed rapidly.However,the online transaction of fresh agricultural products generally has some problems,such as distrust of website sellers and platforms,high loss rate of users,low online stickiness,etc.in addition,the homogeneity of fresh agricultural products leads to huge competition among various platforms,which greatly reduces the enterprise benefits.At home and abroad,the research on consumers’ online stickiness focuses on the direction of information technology,and studies how to change the function and design of websites to attract consumers.There are not many concerns about the impact of psychological factors on consumers’ final purchase behavior.Therefore,from the perspective of consumers’ psychological perception,online interaction is taken as the antecedent variable of on-the-spot feeling to explore on-the-spot feeling The relationship between market sense and online stickiness of consumers is of great significance to help fresh e-commerce enterprises improve their competitiveness and promote the vigorous development of e-commerce market.This paper mainly discusses the influence mechanism of presence and online stickiness of consumers,as well as the influencing factors of the formation of presence.By combing and summarizing the previous literature and taking TAM model and S-O-R model as the theoretical guidance,this paper constructs a theoretical model of the connotation of presence,trust,perceived usefulness,online stickiness and presence under B2 C mode,and mainly studies how presence affects people’s perception of The influence of line stickiness is to explore whether consumers’ trust and perceived usefulness have intermediary effect between on-line stickiness and on-line stickiness,and whether all dimensions of on-line interaction will affect the formation of on-site feeling.Before this study,the questionnaire was designed based on the characteristics of fresh food industry.Through questionnaire survey,567 questionnaires were collected.Spss21.0 and amos24.0 software were used to test the data.The results show that online interaction can positively affect the formation ofpresence;spatial presence and social presence can positively affect people’s online stickiness and perception of usefulness Trust plays an intermediary role in its mechanism.According to the above conclusions,combined with the current situation of the development of fresh agricultural e-commerce,this paper provides new enlightenment on how to help fresh agricultural products to develop marketing strategies and design and manage B2 C fresh agricultural e-commerce website for fresh agricultural products enterprises.As online interaction plays an important role in the formation of consumers’ sense of presence,this paper suggests that fresh agricultural products enterprises should start with various factors of online interaction,innovate,optimize and enrich the website design and information display to enhance the control of the website system,provide more diverse and effective product content for buyers,and strengthen the response speed through business training In order to guarantee the quality of the service provided,we should solve the buyer’s difficulties and doubts in a targeted way,build an experience sharing platform to encourage consumer feedback,enhance consumers’ sense of presence and usefulness,and create a shopping environment closer to the traditional physical store.In addition,the enterprise should promote the official certification,strengthen the safety supervision to ensure that the public can accurately understand the commodity circulation In the whole process,all the processes in the purchase process are passed to the buyer without reservation,so as to strengthen the trust,increase the online stickiness of consumers,guarantee the establishment of good relationship between the seller and the buyer of the website,and promote the development of fresh agricultural products e-commerce.