Study On The Willingness Of Consumers To Buy Fresh Fruit Online And Its Influencing Factors

With the development of e-commerce of agricultural products and the increasing living standards,online shopping of imported fresh fruits has been gradually accepted by consumers as a new shopping model.Consumers complete transactions through a fictional online environment,which is very different from the traditional way of purchasing fresh fruit.Because of the difference between import and domestic products,consumers have a certain right of independent choice,which affects the enthusiasm of consumers to participate in domestic fresh fruit online shopping.In this paper,consumers purchase imported fresh fruits online as the reference survey object,send out questionnaires and recover 523 questionnaires.According to the situation of the investigation and research,using the method of questionnaire survey,we can understand consumers' willingness to sell imported fresh fruits online.Through multivariate regression Logistic analysis,the willingness and influencing factors of consumers to buy fresh fruits online are obtained,and on this basis,a reasonable development strategy is put forward for the development of fresh fruits sold by e-commerce platform.It provides a reference for the government to formulate scientific support policies.This paper first analyzes the present situation of the development of fresh fruit e-commerce in China.On the basis of reviewing the relevant literature,the four theories are based on rational behavior theory and planned behavior theory.Based on the theory of technology acceptance model and the theory of usage scenario,it takes personal characteristics,product attributes as control variables,imported product risk perception,perceived usefulness,perceived ease of use,online shopping risk perception as explained variables.The theoretical model of online shopping intention as a result variable.According to the research content,six hypotheses are put forward and verified by multivariate ordered Logistic regression.Through the study of this paper,it is found that 77.2% of consumers are willing to try,consumers generally prefer to buy imported fresh fruit online,product attributes,imported product risk perception,perceived online shopping ease of use,perceived online shopping usefulness,The risk of online shopping significantly affects consumers' willingness to buy fresh fruit online.On this basis,it is put forward to formulate accurate marketing strategy for specific high consumption groups to ensure the quality of fresh fruit.A series of development countermeasures and suggestions,such as improving the service quality of online merchants and increasing consumers' perceived usefulness and perceived ease of use in online shopping of fresh fruits,are proposed.