Research On Consumers’ Perception And Purchase Behavior Of Fresh Agricultural Products E-commerce In Jilin Province

The high popularity of the Internet and the gradual maturity of information technology have brought great influence on people’s life and work.The popularity of online shopping is one of the most significant influences.Under the Internet environment,people’s shopping behavior is no longer limited by time and space,and the scale of online sales is growing rapidly.E-commerce business,which is closely related to online shopping,not only promotes the development of information and networking in the secondary and tertiary industries,but also provides new opportunities for the development of agriculture.The 2018 China online retail market data monitoring report shows that the market scale of fresh agricultural products in China has exceeded 200 billion yuan in 2018,but the online retail channel sales scale is less than 5%,and the overall online penetration rate is far lower than other categories of e-commerce.Therefore,this paper explores the relationship between consumers’ perception of fresh agricultural products e-commerce and their purchase behavior,and puts forward countermeasures and suggestions to optimize consumers’ perception of fresh agricultural products e-commerce,so as to promote the occurrence of fresh agricultural products e-commerce purchase behavior,which can not only optimize consumers’ perception of fresh agricultural products e-commerce,but also promote the development of fresh agricultural products retail and improve fresh agricultural products’ purchase behavior Online penetration rate can improve the profitability of online retailers of fresh agricultural products.In order to explore the perception factors of consumers’ purchase behavior and its influence on consumers’ purchase behavior under the e-commerce mode of fresh agricultural products,based on the consumer behavior theory and user acceptance theory,this paper constructs a research model of consumers’ perception and purchase behavior of fresh agricultural products e-commerce in Jilin Province.Through the statistical analysis of questionnaire data,this paper analyzes the model The results show that:(1)in the e-commerce consumer group of fresh agricultural products in Jilin Province,the number of women is slightly higher than that of men,the number of young people aged 26-35 is the largest,the majority of them have bachelor’s degree or junior college degree,the majority of them are enterprise / company employees,the family income is mainly between100000-500000 yuan,the purchase intention of fresh agricultural products in supermarkets is still higher than that in online shopping mode,comprehensive electricity Business platform and vertical e-commerce platform are more popular.The purchase frequency is lower than the actual demand of life.Fruits,vegetables and eggs and milk are the main online products.(2)Women’s purchase intention,perceived usefulness,perceived convenience and purchase behavior in the fresh agricultural products e-commerce mode are significantly higher than men’s;youth groups perform better in various variable dimensions;with the improvement of education level,consumers’ perception level in various variable dimensions is continuously improved;with the improvement of income level,consumers’ perceived usefulness level and purchase intention are continuously improved And the level of purchasing behavior has been improved,while the level of perceived risk has decreased.(3)Under the intermediary effect of purchase intention,consumers’ perceived usefulness,perceived willfulness and perceived convenience can have a significant positive impact on purchase behavior.Based on the above research conclusion,this paper puts forward many efforts to jointly expand the fresh agricultural products e-commerce market,pay attention to the useful experience of consumers’ perception,improve the ease of use of fresh agricultural products e-commerce trading platform,strengthen the safety of fresh agricultural products e-commerce trading platform,improve consumers’ trust through platform function optimization,and improve the online and offline trading channels of fresh agricultural products To promote the development of e-commerce of fresh agricultural products in Jilin Province.