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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Analysis on the Influencing Factors of Online Purchase Intention of Fresh Agricultural Products

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DOI: 10.25236/icemit.2019.039

Author(s)

Yan Wang

Corresponding Author

Yan Wang

Abstract

As the "blue sea" in the field of electronic commerce, fresh agricultural products e-commerce has broad prospects for development, but there are still many problems to be solved urgently. By investigating the current situation of consumers' online purchase of fresh agricultural products, this paper analyzed consumers' demand and willingness to purchase fresh agricultural products online, and then obtained the influencing factors of consumers' online purchase willingness of fresh agricultural products.

Keywords

Fresh Agricultural Products, Online Purchase Willingness, Influencing Factors