A Study On Consumers Willingness To Buy Fresh Fruits Online

With the improvement and popularization of network infrastructure,the development of e-commerce for agricultural products in China is changing day by day.With the increasing number of Internet users,consumers’ demand for online shopping has been gradually explored,and with the rich variety of products sold on websites,online sales of fresh agricultural products have become an important sales hotspot.The rapid development of the online sales model has had a significant impact on consumer demand and even the future development of the entire agricultural industry.Due to its industrial structure and location advantage,Guangdong Province has led the country in total economic volume for years.In recent years,with the continuous promotion of rural revitalization,the agriculture of Guangdong Province has also developed rapidly and with high quality.Due to its unique natural and climatic advantages,the cultivation and production of fresh fruit products in Guangdong Province also rank among the top in the country.As one of the most important fruit varieties in Guangdong Province,the production,sales and popularity of “Guan Lai” have also increased significantly in recent years.In order to understand consumers’ willingness to buy fresh fruits online and further promote the online sales of“guanxi”,this paper,based on the reference and reference to the relevant research of domestic and foreign scholars,combines the online sales and consumers’ willingness to buy litchi in Dongguan City,Guangdong Province,based on the technology acceptance model,using empirical analysis,constructs a structural equation The paper presents 17 hypotheses related to the study of online sales and purchase intention of lychee in Dongguan City,with the help of SPSS and Stata software,a questionnaire survey was conducted on consumers who purchase lychee in Dongguan City online.The 17 relevant hypotheses were verified through descriptive statistics,reliability and validity analysis,and empirical testing.It is found that website security,website system quality,information quality,logistics service quality,delivery quality,merchant credit,and product attributes affect consumers ’willingness to purchase through perceived ease of use and perceived usefulness...