Study On Influencing Factors Of Consumers’ Willingness To Buy Fresh Fruits And Vegetables Online

With the rapid development of China’s economy and the transformation and upgrading of consumption structure,the public’s consumption concept of fresh agricultural products is also changing.China’s modernization is entering a phase of special importance and a phase of high-quality development for China’s agricultural e-commerce.The fresh e-commerce model has changed the traditional consumption mode of consumers to a certain extent and increased the sales channels of agricultural products.Fresh e-commerce is favored by many enterprises for its convenient and fast advantages.With the continuous improvement of people’s living standards,more and more consumers’ demand for high-quality and safe food raw materials has spawned a large number of fresh e-commerce.At the same time,the online shopping market of fresh agricultural products has also exposed many problems in products,services,logistics,supervision and so on.Due to the perishability and freshness of fresh products,food safety issues have emerged in China in recent years,which makes consumers feel scared and terrified in the process of online shopping.Combined with consumer behavior theory,rational behavior theory,planned behavior theory and e-commerce operation mode of fresh products,this paper analyses the current state of online consumption of fresh produce in Shenyang.Secondly,taking consumers’ online purchase of fresh fruits and vegetables as the research object.In this paper,312 valid questionnaires were collected and used to investigate customers’ intention to shop for fresh vegetables and fruits online,and multivariate ordered logistic regression analysis was used to derive the factors influencing consumers’ intention to shop for fresh fruits and vegetables online and the direction of the effect.Based on the above analysis,this paper analyzes the development strategies of fresh fruits and vegetables on e-commerce platforms and proposes relevant development countermeasures.Meanwhile,from the government’s perspective,it provides a basis for the government to propose scientific policy support.Through this research,72% of consumers were willing to try it,indicating that consumers are generally positive about buying fresh fruit and vegetables online.The development prospect of fresh e-commerce market is good,but there are also problems such as lack of standards for product and service quality and imperfect logistics system.The research shows that consumers’ personal characteristics,occupation,trust in online shopping of fresh fruits and vegetables,product freshness of product attributes,platform service quality,logistics distribution quality,after-sales guarantee and product safety standards of perceived risk significantly affect consumers’ purchase intention.