Research On The Influence Of Online Shopping Intention Of Fresh Agricultural Products Based On Customer Perceived Value

At present,China has entered a new era of socialism with Chinese characteristics,improved the new strategy of healthy and sustainable development of food,and promoted the matching of good food supply in the agricultural field with the people’s demand for a better life.Agricultural products have made major breakthroughs in production mode,product type,production technology and other aspects,and with the optimization of residents’ consumption structure and the improvement of consumption level,the development of fresh agricultural products market has also become increasingly prosperous.The development of the "Internet+" agricultural strategy has promoted the sales and circulation of agricultural products in China and formed a stable linkage system for the supply and demand of agricultural products.At present,many agricultural products e-commerce platforms have gradually entered the public’s field of vision,and online shopping of fresh products has innovated the sales model of agricultural products,which has become a new development trend.Under the increasingly competitive online shopping channels,how consumers choose to buy fresh agricultural products online,and how agricultural product operators break through the competition group to attract more consumer groups and meet their needs,have attracted great attention from the majority of agricultural product producers and fresh e-commerce platform operators.In order to better promote consumers’ participation in the online purchase of fresh agricultural products,it will be necessary to study consumers’ willingness to purchase fresh agricultural products online,so the topic of this paper will have great research significance for the production of fresh agricultural products and the operation of online shopping.In order to explore the factors influencing consumers’ online purchase of fresh agricultural products,this study further provides an innovative development idea for the development of fresh agricultural products e-commerce.Based on the theory of perceived value and the theory of technology acceptance model,and based on the perspective of customer perceived value,a model of influencing factors affecting the willingness of fresh agricultural products to purchase online is constructed,and the perceived value of customers is divided into five aspects: functional value,emotional value,procedural value,safety value and social value,and the research is specifically divided into three levels for exploration and corresponding research hypotheses are proposed.Among them,the first level mainly explores the main effect relationship between customer perceived value and the willingness of fresh agricultural products to purchase online;The second level: taking consumers’ trust in online shopping of fresh agricultural products as an intermediary variable,and exploring whether online trust plays an intermediary role between customers’ perceived value and online purchasing willingness of fresh agricultural products;The third level: taking online word-of-mouth as a regulating variable,explore whether online word-of-mouth plays a regulating role between customers’ perceived value and their willingness to purchase fresh agricultural products online.In the empirical research section,In this study,SPSS 25.0 and AMOS 24.0 were mainly used to statistically analyze the 448 valid questionnaires collected,and the results of testing the model and its hypotheses showed that:(1)customer perceived value has a positive influence on the online purchase intention of fresh agricultural products;(2)network trust plays an intermediary role between the customer’s perceived value and the willingness to purchase fresh agricultural products online;(3)online word-of-mouth has a reverse moderating effect between the customer’s perceived value and the willingness to purchase fresh agricultural products online.Finally,based on the conclusions drawn in this paper,corresponding countermeasures and suggestions are put forward from the aspects of customer perceived value,network trust and online word-of-mouth,so as to formulate more attractive marketing strategies and management plans for fresh agricultural product operators.