An Empirical Study On E-Commerce Of Special Agricultural Products In The Post-Epidemic Era

Under the normal form of the epidemic,offline consumption has shifted to online,and online shopping has gradually become a new trend.At the same time,affected by the accelerated period of economic digitalization,e-commerce platforms and livestream delivery mode are booming,providing consumers with more diversified shopping choices,and at the same time bringing new opportunities and challenges to the development of agricultural industry.In this process,featured agricultural products,as a new favorite table with unique quality and taste,are favored by many consumers because of the thriving e-commerce business.In the analysis of its development status and development level,we need to consider the actual situation and many influencing factors.Based on this background,this paper selected the red kiwifruit in Cangxi County,Guangyuan City,Sichuan Province in southwest China as the research object,compared the red kiwifruit in Cangxi county with other main producing areas to obtain the comprehensive advantage comparison index;Through multiple regression analysis of the factors affecting consumer purchase intention,for the subsequent improvement of Cangxi kiwifruit e-commerce development level put forward questions and suggestions.The comprehensive advantage comparison index model was used to capture and calculate the statistical data.The results showed that the comprehensive index of Cangxi County(1.07)was better than Xixia County(0.25),Pujiang County(0.53)and Xiuwen County(0.82),and worse than Meishan County(1.98)and Yongshun County(1.38),and better than the national average level.Secondly,questionnaire survey combined with empirical analysis is used to study the influence level of purchasing behavior.The results show that the regression coefficients of product factor,platform quality and logistics packaging are 0.301,0.213 and 0.188,respectively,which have a significant positive correlation with purchase intention.On this basis,this paper summarizes the existing problems of Cangxi kiwifruit e-commerce: product quality and standardization degree is low;Prominent brand problems,weak competitiveness;The shortage of e-commerce professionals;The supporting service environment is relatively backward.In combination with the development roads of other major producing areas,corresponding development suggestions are given,including but not limited to: the implementation of "new retail" and C2M strategy;Build local brands based on advantages to enhance market share and competitiveness;Strengthen organizational leadership to drive the development of e-commerce;Optimize the construction of e-commerce service system;Integrated development,driven by innovation.