| In recent years,China's e-commerce has developed rapidly.With the introduction of relevant national policies,e-commerce will be more developed in the new era.Many traditional retail industries have been impacted by e-commerce,and they have adjusted their sales model and established their online e-commerce platform.At the same time,many e-commerce enterprises have started to lay down their own experience stores,flagship stores and so on.With the rapid development of online and offline and the trend of integrated development,consumers also have more channels to choose from.But what are the factors that affect consumers' purchasing of goods from offline channels to today's emerging online channels?This is a question worth studying.At the same time,in recent years,various big e-commerce companies have seized the field of fresh agricultural products one after another.As fresh agricultural products have their own properties,their sales modes are different from those of ordinary industrial products.Therefore,it is necessary to take into account the specific attribute factors of fresh produce for research.What factors influence consumers' willingness to purchase fresh produce from offline to online?What are the mechanisms?Are these factors universally applicable to fresh produce?These are all worthy of study.Apple is the most common and common fresh fruit in China,which is deeply loved by Chinese consumers.It is one of the fruits with the largest number of annual fruit consumers in China.Besides,apple is also familiar with its hard texture,storage resistance and long shelf life,which is more suitable for online sales.It is one of the most traded fresh fruits on China's online e-commerce platform.Selection of fresh apple as the research object,this paper on the basis of reference of existing research,first of all,according to the theory of consumer behavior,and the theory of channel migration theory as the instruction,based on PPM model,and add the previous studies did not consider the cultural factors and channel integration variables to construct the consumers to buy fresh apples from offline to online migration of the will of the empirical measurement model.Second,consumers in nanjing city as the research object,the city of nanjing in the six main field investigation,research site selection in residential area,shopping malls,supermarkets high traffic areas such as random sampling investigation,and according to the demographic characteristics,to control the participants' age,gender,education,to ensure the rationality of the samples.Lastly,the research data obtained by SPSS22.0 and AMOS22.0 are analyzed,and the hypotheses are verified,and relevant Suggestions are put forward for the relevant enterprises.By studying the following conclusions:(1)In all channels gradually formed situation,consumers buy apple from offline to online migration intention is higher,more than half of the consumers are willing to migrate from offline stores to buy apple online buying apple.It also found that one in three consumers remained neutral about whether to buy apple offline or online.(2)Offline apple price,offline varieties,offline alternative,perceived usefulness,perceived ease of use online,online apple store resistance,time cost,cultural factors,channel integration factors for consumers to buy fresh apples from offline to online migration will have a positive role in promoting.(3)The online apple perception dimension has the opposite effect on consumers' willingness to purchase fresh apple from offline to online.(4)There was no significant relationship between migration cost and subjective regulation and consumers' willingness to purchase fresh apples from offline to online. |
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