Research On The Influencing Factors Of Consumers’ Willingness To Purchase Organic Aquatic Products Online

With the development of the economy and the improvement of people’s living standards,the consumption habits of many consumers have gradually changed from the pursuit of the number of food to the pursuit of nutrition,health,quality and safety of food.Aquatic products have high nutritional value and abundant nutrients,and are more and more popular among consumers.However,with the continuous reporting of aquatic product quality and safety incidents,consumers are also worried about the consumption of aquatic products.As the safest aquatic product at present,organic aquatic products have shown special advantages after a series of food quality and safety issues,and have begun to attract consumers’ attention.In addition,the cultivation of organic aquatic products has no pollution to the environment and is ecologically friendly.The development of the organic aquatic product industry has many advantages.However,there is a high potential demand for organic aquatic products,but the actual consumption is not large,and the consumption of organic aquatic products still can be greatly improved.Organic aquatic products are ultimately sold to consumers,so consumers’ willingness to purchase is crucial to the healthy,rapid and sustainable development of the organic aquatic product industry.Understanding the important factors that affect consumers’ willingness to buy organic aquatic products and meeting consumers’ needs can effectively increase the sales of organic aquatic products.Through the analysis of consumers’ existing consumption habits,it is found that the frequency of consumers’ online shopping is increasing gradually,and online shopping provides an opportunity for the sales of organic aquatic products by its advantages.Therefore,this paper focuses on the research that affects consumers’ organic aquatic products.Factors related to online shopping intention.Based on the planned behavior theory,the technology acceptance model,the extended technology acceptance model,and the related theories of consumer behavior patterns,this paper constructs a model of the influencing factors of consumers’ willingness to purchase organic aquatic products online.The relevant data of 314 consumers were collected through questionnaires,and SPSS software was used to descriptively analyze the characteristics of the collected samples.A structural equation model was established in AMOS software,and an empirical analysis of consumers’ willingness to purchase organic aquatic products was carried out.Then obtain the research results,and some suggestions are put forward according to the results.So the relevant groups can better meet the online shopping needs of consumers for organic aquatic products,so as to promote the sustainable development of organic aquatic products and even organic agriculture.Through the research,it is found that: channel advantages,information quality,subjective norms,and ecological emotions have no significant impact on consumers’ trust in organic aquatic products,which is inconsistent with the research hypothesis of this paper;there is a significant positive correlation between cognition of organic aquatic products and trust in online shopping of organic aquatic products.It is consistent with the hypothesis of this study.There is a significant positive correlation between consumers’ trust in organic aquatic products and consumers’ willingness to purchase organic aquatic products online,which is consistent with the research hypothesis.The cognition,channel characteristics,information quality and ecological sentiment of organic aquatic products are significantly positively correlated with consumers’ willingness to purchase organic aquatic products online,which is consistent with the research hypothesis;subjective norms have no significant impact on consumers’ willingness to purchase organic aquatic products,which is inconsistent with the research hypothesis;Consumers’ trust in online shopping of organic aquatic products plays a partial mediating role between consumers’ cognition of organic aquatic products and their willingness to purchase organic aquatic products online,which is consistent with the hypothesis of this paper.According to the research results,some suggestions are put forward: relevant departments should strengthen publicity to improve consumers’ awareness of organic aquatic products;relevant departments should strengthen supervision and improve consumers’ trust in organic aquatic products;network operators should provide detailed product information to enrich products.Information display method;network operators should pay attention to word-of-mouth construction and enhance consumer trust;network seller should attach importance to brand building to attract consumers’ attention;network seller should improve logistics service quality and enhance channel advantages;consumers should obtain information from multiple channels,improve their own cognition;consumers should enhance their ecological emotions and consume more sustainably.