Study On Purchase Intention Of Imported Fresh Agricultural Products Under The New Retail Model

In recent years,,the Internet shopping,has been developing rapidly in China,exerting a great influence on traditional pure offline formats such as department stores,supermarkets and physical fresh stores.According to the data released by China’s agricultural fresh e-commerce development BBS in 2016,more than 80% of traditional fresh e-commerce enterprises failed to make profits.The pure online Internet shopping model can no longer satisfy the needs of Chinese consumers.The new retail model of "online + offline + strong logistics + big data" has become the favorite of the new era.As an emerging business model,the new retail model is based on the Internet,big data technology and intelligent logistics to effectively organize and integrate online and offline data and resources.Since imported fresh agricultural products are supported by national policies and have huge development space and consumer market,major e-commerce enterprises take imported fresh agricultural products as an important part of development strategy and a new profit growth point.Purchase intention directly affects consumers’ purchase decisions and is an important factor to facilitate transaction.Therefore,the study on purchase intention of imported fresh agricultural products under the new retail mode is of great significance to the development of imported fresh agricultural products in China’s market and the growth of new retail fresh e-commerce enterprises.This paper uses the methods of theoretical research and empirical analysis to study the purchase intention of Chinese consumers to import fresh agricultural products under the new retail mode.Firstly,the paper explains the background and significance of the research,and expounds the basic theories of new retail model,product quality,service quality,logistics,big data,trust and consumer purchase intention at home and abroad.Secondly,on the basis of summarizing existing research literature and analyzing the current situation,the hypothesis of this paper is put forward and the research model is constructed.Thirdly,the questionnaire on purchase intention of imported fresh agricultural products under the new retail mode studied in this paper was designed,and sample data was distributed and collected through the Internet.Then,this paper uses SPSS software to conduct descriptive statistical analysis,reliability analysis,validity analysis and correlation analysis on the collected valid sample data,and then constructs the structural equation model through AMOS21.0 software and conducts test analysis to obtain the final model.Finally,according to the results of data verification and analysis,this paper puts forward targeted marketing countermeasures and Suggestions for China’s e-commerce enterprises selling imported fresh agricultural products from the aspects of products,services,prices,personnel,channels,promotion,big data application,tangible display,construction of cold chain logistics system and other aspects.