Research On Perceived Risk Assessment Of Consumers Buying Fresh Agricultural Products Online

With the rapid development of the Internet,online shopping has become an important way for consumers.In recent years,with the rapid development of cold chain logistics,fresh agricultural products have become hot online products.The outbreak of the COVID-19 has stimulated many enterprises to rush into the fresh track,but the penetration rate of fresh e-commerce is still significantly lower than that of other products sold online.This is closely related to the fact that fresh agricultural products are easy to damage,corrupt and have a short shelf life,which further deepens the perceived risk of consumers buying fresh agricultural products online.Therefore,it is worth paying attention to whether consumers have purchased fresh agricultural products online,study their perceived risk and put forward feasible suggestions to reduce consumers’ perceived risk.The research object of this paper is fresh agricultural products.Based on the analysis of the purchase process of fresh e-commerce,this paper constructs an index system for evaluating the perceived risk of consumers’ online purchase of fresh agricultural products.By comprehensively using the literature research method,OWA operator weighting method and HFLHWA operator,the perceived risk status of real consumers and potential consumers is obtained,and the reasons for the different perceived risks of the two types of consumers in each dimension are further compared and analyzed,so as to provide countermeasures and suggestions for the improvement of fresh e-commerce.The specific research contents are as follows: through frequency statistics,through scientific and systematic analysis,the index system of perceived risk of online shopping of fresh agricultural products is determined;OWA operator is applied to calculate the weight of evaluation indexes to minimize the impact of subjective preferences in expert evaluation opinions on the evaluation results;Build a set of hesitant fuzzy comments from consumers on the indicator level,collect the data of the indicator level and the dimension level through HFLHWA operator,form the evaluation results of the perceived risk of online shopping of fresh agricultural products by real consumers and potential consumers,compare and analyze the overall perceived risk of the two types of consumers and different dimension levels,and draw a conclusion,so as to put forward countermeasures and suggestions for fresh merchants.The results show that consumers are cautious about online shopping of fresh agricultural products.The perceived risk of potential consumers is higher than that of real consumers.Although real consumers have purchased fresh agricultural products online,the overall perceived risk level is still higher than the intermediate level;Businesses should focus on reducing consumers’ functional risk and time risk,improve the shortcomings of fresh e-commerce,and achieve long-term development;Due to the strong subjectivity of perceived risk and the limited manpower and resources,fresh agricultural product merchants can only reduce the perceived risk of consumers as much as possible,but can not completely eliminate it.