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An Empirical Study on the Influencing Factors of Consumers' Fresh Agricultural Products Purchase Behavior

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DOI: 10.25236/mse.2018.003


Qianqian Zhuang

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Qianqian Zhuang


Under the background of "Internet plus", e-commerce has provided a good platform for the sale of fresh agricultural products on the Internet. Although e-commerce of fresh agricultural products has made great progress, there are still many problems. Through the literature review, this paper puts forward the research issues of this paper. Aiming at these problems, a questionnaire survey was conducted on perceived benefits, consumption experience, online shopping risks and online commodity information quality. Through a large sample of questionnaires and structural equation model analysis, the results show that perceived benefits, consumption experience, online commodity information quality can directly affect consumers’ purchase behavior for fresh agricultural products, and online shopping risk inhibits consumers’ purchase behavior too. Based on the empirical results of this paper, the development countermeasures of e-commerce for fresh agricultural products are put forward from three aspects: consumers’ demand for fresh agricultural products online, the social recognition of fresh agricultural products online, and the optimization of commodity supply structure of fresh agricultural products platform.


Consumer Online Shopping, Fresh Agricultural Products, Demand and Behavior, Survey