Research On Factors Affecting Online Shopping Of Wishes Of Consumers Of Ulenp Corporation

With the popularization of mobile payment and policy support,agricultural product E-commerce is booming.However,the demand of consumers in E-commerce era towards different agricultural products becomes more and more diversified,and agricultural products E-commerce platforms also need to make continuous changes in order to meet the differentiated demands of consumers.At the present the research on consumers’ online shopping willingness in single agricultural E-commerce platform is very rare,which has not formed a mature theoretical system.Thus,through the research and analysis on the factors which influence the online shopping willingness of Ule agricultural products,it has provided the support and basis for Ule agricultural products for the targeted adoption of operation strategies.This thesis uses case study method,quantitative analysis method and other research methods to study the online shopping intention of Ule agricultural products consumers.Based on the theories such as service quality theory,perception quality theory,it takes the E-commerce leading enterprise of Anhui agricultural products-Ule agricultural products as a research object,build the online shopping willingness model of Ule agricultural E-commerce platform consumers,select product quality,after-sales service,website quality and logistics distribution as the research variables,and design question items from these four aspects,and through the questionnaire survey,verifies and analyzes the obtained data for further demonstration and hypothesis,so as to draw the following conclusion:Firstly,when consumers purchase the agricultural products on Ule agricultural E-commerce platform,the product quality,after-sales service,website quality and logistics distribution all have a positive impact on consumers’ online shopping willingness;Secondly,the highest impact the quality has on the consumers’ online shopping willingness,the less the after-sales service,website quality and logistics distribution are affected.In the end,in order to improve the online shopping willingness of Ule agricultural consumers,the following suggestions are proposed: First,strengthen the agricultural product quality supervision;Second,Optimize the quality and layout of the platform website,and enhance consumers’ shopping experience on the platform;Third: Improve the after-sales service and increase after-sales channels,improve the after-sales experience of consumers;Fourth,Improve the logistics infrastructure,and expand the service scope and intensity.