Empirical Research On Influencing Factors Of Online Shopping Intention Of Rural Consumers Agricultural Means Of Production

Agricultural means of production commodities refer to various commodities related to agricultural means of production,which are directly related to the production of rural consumers and are different from general consumer goods.With the help of e-commerce development model,agricultural material e-commerce websites provide rural consumers with purchase channels through the Internet.However,the development scale growth of agricultural material network is lower than the development speed of rural e-commerce.In order to promote the development of agricultural materials e-commerce websites and solve the disharmony between the development of agricultural materials e-commerce and the development of rural e-commerce,it is necessary to study in detail the influencing factors of rural consumers’ willingness to purchase agricultural materials through agricultural materials e-commerce websites.This paper studies the influencing factors of rural consumers’ willingness to purchase agricultural commodities online.First,the theory and literature of purchase intention are studied.Secondly,based on the theories of interpersonal trust,sensory experience,perceived risk,and the need for cognitive closure,analyze the factors that affect rural consumers to buy means of production products in agricultural materials e-commerce,establish a research model,and propose research assumptions.Thirdly,combine the characteristics of agricultural materials e-commerce,measure each variable in the research model,and design survey questions.Fourthly,the questionnaire samples of rural consumers were collected by distributing questionnaires to offline stores of agricultural materials e-commerce in 13 towns of four cities,including Chengdu,Leshan,Deyang and Ya’an,and the research model was empirically analyzed through factor analysis and regression analysis.Finally,it puts forward countermeasures and suggestions to improve rural residents’ willingness to purchase agricultural products online.The results of this study show that rural consumers’ sensory experience of agricultural materials e-commerce positively affects their willingness to purchase agricultural materials goods online;Rural consumers’ interpersonal trust in agricultural materials e-commerce positively affects their willingness to purchase agricultural materials goods online;The perceived risk of rural consumers on agricultural materials e-commerce negatively affects their willingness to purchase agricultural materials through the Internet;The perceived risk of rural consumers on agricultural materials e-commerce plays a mediating effect between sensory experience and purchase intention,as well as interpersonal trust and purchase intention;The level of rural consumers’ cognitive closure needs plays a moderating role between sensory experience and perceived risk,as well as interpersonal trust and perceived risk.The research in this paper will help to further improve the willingness of farmers to purchase all kinds of means of production in the agricultural materials network,and provide a reference for the promotion of agricultural materials network in different villages and towns.