Research On Influencing Factors Of Consumers’ Online Shopping Intention Of Hubei Characteristic Agricultural Products

In recent years,the problem of unsalable agricultural products caused by difficult circulation of agricultural products often occurs,which has seriously restricted the development of China’s agricultural and rural areas.With the vigorous development of Rural Revitalization and e-commerce in China,rural e-commerce,as an important channel to promote local farmers’ income,plays an irreplaceable role in poverty alleviation.Characteristic agricultural products are the general name of local advantageous agricultural products with local characteristics.They are not only the main means to increase the income of local farmers,but also play an absolutely important role in the development of local agricultural economy.The rural economy in many areas mainly comes from the sales of local characteristic agricultural products.Hubei Province,known as the "land of fish and rice",is rich in products and has many kinds of characteristic agricultural products,such as Qianjiang crayfish,Jingzhou fish cake,Honghu lotus root,etc.,but its online sales are not optimistic.Therefore,by exploring the influencing factors of online shopping willingness of Hubei characteristic agricultural products and analyzing its influence,it is helpful to help the production and processing enterprises of Hubei characteristic agricultural products to improve their online sales.Through combing the relevant literature of characteristic agricultural products,this paper finds that the research on online shopping intention is mainly based on TAM technology acceptance model,and the research perspective is relatively single,most of which consider the factors influencing online shopping intention from the external stimulus.Therefore,this paper chooses S-O-R model and Howard-Sheth Model as the basis of consumer purchase decision-making theory,combined with cultural identity theory,consumer conformity effect and perceived value theory,and explores the influence of external stimulus(product factor and e-commerce factor)and consumer individual characteristics(cultural identity and conformity Psychology)on online purchase intention of Hubei characteristic agricultural products The paper also introduces the perceived value of consumers as a mediator to explore its impact mechanism.Taking Jingzhou fish cake as the research object,consumers and potential consumers of Jingzhou fish cake in Hubei Province as the research object,this paper distributed and collected the questionnaire through the way of network questionnaire,and issued the formal questionnaire after the modification of the scale through the pre survey,and finally obtained 260 valid questionnaires.Spss27 was used for statistical analysis and reliability and validity test of the questionnaire data,and amos26 was used for model test,path test and intermediary test of the theoretical model.The results of this study show that:cultural identity,conformity psychology,product factors,e-commerce factors have a significant positive impact on consumers’ perceived value,product factors and e-commerce factors can also directly and positively affect consumers’ online shopping intention,and perceived value has a complete intermediary role in the above four variables to online shopping intention.Based on this,this paper puts forward management enlightenment from four aspects:product standardization,improving e-commerce service level,building regional competitiveness,and marketing with goods.