Research On The Intention And Behavior Of The Consumer In Participate In Contactless Distribution Of Fresh Agricultural Products

With the rapid rise of the e-commerce industry of fresh agricultural products in recent years,logistics terminal distribution technology and equipment such as intelligent express cabinets and unmanned distribution vehicles have gradually appeared in people’s vision.This delivery method is different from the traditional door-to-door delivery and face-to-face receipt,which not only enables consumers to flexibly pick up pieces according to time needs,but also greatly improves the distribution efficiency through centralized delivery.But at the same time,problems such as the contactless distribution method can not timely feed back the damage of goods,the overtime collection of detention fees,and the remote location of pick-up are also gradually emerging.After the outbreak of the COVID-19,the state and the government advocated that residents should try to reduce unnecessary going out and gathering in public places,and avoid direct contact to cause the transmission and spread of the virus.More and more people begin to adopt online purchasing and offline contactless distribution to obtain commodities needed in daily life.As a high-frequency and just needed commodity in the daily life of residents,the online order volume of fresh agricultural products increased rapidly during the epidemic period.As a logistics model of emergency logistics under the background of epidemic prevention and control,contactless distribution has been rapidly promoted.Through consulting previous research literature,it is found that scholars’ research content is mainly aimed at e-commerce platforms,logistics enterprises and related contactless equipment R & D enterprises,and there is not much research on Contactless distribution from the perspective of consumer demand and satisfaction.From the perspective of consumers,this paper attempts to study the factors affected their intention and behavior to participate in the contactless distribution of fresh agricultural products.This paper defines the concepts of fresh agricultural products and contactless distribution by reviewing literatures,questionnaire survey and data analysis.Based on extended model of the United Technology Acceptance and Use Theory model(UTAUT2),it introduces seven variables: performance expectancy,effort expectancy,social influence,facilitating conditions,hedonic motivation,perceived risk and perceived benefit,participation intention and participation behavior as dependent variables;Gender,age and participation frequency are used as adjustment variables to hypothesize the influencing factors of consumers’ willingness and behavior to participate in the contactless distribution of fresh agricultural products,and build a new conceptual model.Based on the collected 1008 effective questionnaires,descriptive statistical analysis,reliability and validity test were carried out,and structural equation model was used to fit and test the hypothesis.Finally,through empirical analysis,the following research results are obtained:(1)Performance expectancy,effort expectancy,social influence,hedonic motivation,perceived benefit and facilitating conditions are positively related to consumers’ intention to participate in the contactless distribution of fresh agricultural products;perceived risk is negatively related to consumers’ intention to participate in the contactless distribution of fresh agricultural products;facilitating conditions and participation intention in the contactless distribution of fresh agricultural products are positively related to participation behavior in the contactless distribution of fresh agricultural products.(2)Age plays a significant role in the relationship between performance expectancy,effort expectancy,social influence,hedonic motivation,perceived risk and participation intention,gender plays a significant role in the relationship between performance expectancy,effort expectancy,social influence,hedonic motivation,perceived risk and participation intention,and participation frequency does not play a role in the relationship between facilitating conditions and participation intention,It has a significant moderating effect in the relationship between other variables and participate intention.Through the analysis of the above research results,this paper summarizes the influencing factors that affect consumers’ willingness and behavior to participate in the contactless distribution of fresh agricultural products,and provides relevant countermeasures and suggestions for the e-commerce platform of fresh agricultural products,logistics enterprises and related contactless distribution equipment R & D enterprises and relevant government departments.