Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode

Jun Wang; Ying Zhou; Yifu Yuan; Le Luo

doi:doi:10.11648/j.ijae.20220706.11

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Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode

Jun Wang, Ying Zhou, Yifu Yuan, Le Luo

Published in International Journal of Agricultural Economics (Volume 7, Issue 6)

Received: 19 October 2022 Accepted: 3 November 2022 Published: 11 November 2022

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Abstract

With the continuous development of e-commerce, the e-commerce model of fresh agricultural products gradually integrates from online to offline. O2O (combination of online and offline) is a new e-commerce model that has emerged rapidly in recent years. Consumers can search for nearby businesses by using the smart phone positioning function, place orders on the mobile phone, and make mobile payments, so as to have a consumer experience in the business. This model can greatly shorten consumers' purchase path and decision-making time, and provide consumers with a better shopping experience. Therefore, based on the analysis of the development status of O2O e-commerce model for fresh agricultural products, this paper constructs a relevant theoretical model based on consumer behavior theory and the characteristics of O2O e-commerce model for fresh agricultural products. Through analysis, it is concluded that consumer behavior is affected by their purchase intention, which is also affected by perceived ease of use, perceived usefulness, perceived risk, platform trust The impact of personal innovation and the accessibility of offline delivery, etc., and based on the data of online and offline questionnaires as the analysis sample, SPSS and AMOS software were used to analyze and verify the proposed assumptions, so as to analyze the key influencing factors of consumer behavior under the O2O e-commerce environment of fresh agricultural products.

Published in	International Journal of Agricultural Economics (Volume 7, Issue 6)
DOI	10.11648/j.ijae.20220706.11
Page(s)	254-260
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Fresh Agricultural Products, Online to Offline E-commerce, Consumer Behavior, Model

References

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[2]	Cheng Z. Z, Zhao L. D. Investigation and Analysis of Factors Influencing Consumer Satisfaction of "Internet +" Agricultural Products E-commerce Logistics [J]. Modern Commerce and Industry, 2020, 41 (27): 32-33.
[3]	Chen J. Asserting Factors of Consumer Purchase Intention towards Chinese Products on M-Commerce Platform [J]. International Journal of Engineering and Advanced Technology, 2019, 9 (1): 25-32.
[4]	Zhang H. X. Influencing factors of e-commerce consumer satisfaction of fresh agricultural products—Exploration and analysis based on online reviews [J]. Jiangsu Agricultural Science, 2019, 47 (17): 4-8.
[5]	Zhang H. Q, Yu S. H, Ou J. Y. Research on the influencing factors of e-commerce consumer satisfaction of fresh agricultural products - based on online consumer reviews on e-commerce platforms [J]. Contemporary Economy, 2019 (08): 95-100.
[6]	Zhang H. Q. Research on the influencing factors of e-commerce consumer satisfaction of fresh agricultural products [D]. South China Agricultural University, 2019.
[7]	Wang J. Research on consumer behavior and its influencing factors under the O2O e-commerce mode of fresh agricultural products [D]. Jiangsu University, 2017.
[8]	Zhao L. Research on the influencing factors of online shopping intention of fresh agricultural products based on social cognition and perceived value [J]. Journal of Sichuan Agricultural University, 2022, 40 (1): 137-144.
[9]	Liu W. W, Mo Y, Chen S, Hui X. X, Sun Y. Consumers' online purchasing behavior and influencing factors of agricultural products under the digital economy: Taking Xuzhou City as an example [J]. Agricultural Engineering, 2021, 11 (11): 147-152.
[10]	Feng Y. F. Research on the pricing strategy of online shopping for fresh agricultural products: Analysis from the perspective of consumers' online shopping willingness [J]. Price Theory and Practice, 2020, 7: 137-140.
[11]	Wang K. S, Hao Y, Qin R. Y. High-quality development of agriculture, changes in transaction system and promotion of online shopping for agricultural products consumption: also on the impact of the new crown pneumonia epidemic on the development of fresh food e-commerce [J]. Economics and Management Research, 2020, 41 (4): 21-31.
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APA Style

Jun Wang, Ying Zhou, Yifu Yuan, Le Luo. (2022). Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. International Journal of Agricultural Economics, 7(6), 254-260. https://doi.org/10.11648/j.ijae.20220706.11

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ACS Style

Jun Wang; Ying Zhou; Yifu Yuan; Le Luo. Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. Int. J. Agric. Econ. 2022, 7(6), 254-260. doi: 10.11648/j.ijae.20220706.11

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AMA Style

Jun Wang, Ying Zhou, Yifu Yuan, Le Luo. Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. Int J Agric Econ. 2022;7(6):254-260. doi: 10.11648/j.ijae.20220706.11

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@article{10.11648/j.ijae.20220706.11,
  author = {Jun Wang and Ying Zhou and Yifu Yuan and Le Luo},
  title = {Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode},
  journal = {International Journal of Agricultural Economics},
  volume = {7},
  number = {6},
  pages = {254-260},
  doi = {10.11648/j.ijae.20220706.11},
  url = {https://doi.org/10.11648/j.ijae.20220706.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijae.20220706.11},
  abstract = {With the continuous development of e-commerce, the e-commerce model of fresh agricultural products gradually integrates from online to offline. O2O (combination of online and offline) is a new e-commerce model that has emerged rapidly in recent years. Consumers can search for nearby businesses by using the smart phone positioning function, place orders on the mobile phone, and make mobile payments, so as to have a consumer experience in the business. This model can greatly shorten consumers' purchase path and decision-making time, and provide consumers with a better shopping experience. Therefore, based on the analysis of the development status of O2O e-commerce model for fresh agricultural products, this paper constructs a relevant theoretical model based on consumer behavior theory and the characteristics of O2O e-commerce model for fresh agricultural products. Through analysis, it is concluded that consumer behavior is affected by their purchase intention, which is also affected by perceived ease of use, perceived usefulness, perceived risk, platform trust The impact of personal innovation and the accessibility of offline delivery, etc., and based on the data of online and offline questionnaires as the analysis sample, SPSS and AMOS software were used to analyze and verify the proposed assumptions, so as to analyze the key influencing factors of consumer behavior under the O2O e-commerce environment of fresh agricultural products.},
 year = {2022}
}

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TY  - JOUR
T1  - Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode
AU  - Jun Wang
AU  - Ying Zhou
AU  - Yifu Yuan
AU  - Le Luo
Y1  - 2022/11/11
PY  - 2022
N1  - https://doi.org/10.11648/j.ijae.20220706.11
DO  - 10.11648/j.ijae.20220706.11
T2  - International Journal of Agricultural Economics
JF  - International Journal of Agricultural Economics
JO  - International Journal of Agricultural Economics
SP  - 254
EP  - 260
PB  - Science Publishing Group
SN  - 2575-3843
UR  - https://doi.org/10.11648/j.ijae.20220706.11
AB  - With the continuous development of e-commerce, the e-commerce model of fresh agricultural products gradually integrates from online to offline. O2O (combination of online and offline) is a new e-commerce model that has emerged rapidly in recent years. Consumers can search for nearby businesses by using the smart phone positioning function, place orders on the mobile phone, and make mobile payments, so as to have a consumer experience in the business. This model can greatly shorten consumers' purchase path and decision-making time, and provide consumers with a better shopping experience. Therefore, based on the analysis of the development status of O2O e-commerce model for fresh agricultural products, this paper constructs a relevant theoretical model based on consumer behavior theory and the characteristics of O2O e-commerce model for fresh agricultural products. Through analysis, it is concluded that consumer behavior is affected by their purchase intention, which is also affected by perceived ease of use, perceived usefulness, perceived risk, platform trust The impact of personal innovation and the accessibility of offline delivery, etc., and based on the data of online and offline questionnaires as the analysis sample, SPSS and AMOS software were used to analyze and verify the proposed assumptions, so as to analyze the key influencing factors of consumer behavior under the O2O e-commerce environment of fresh agricultural products.
VL  - 7
IS  - 6
ER  -

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Author Information

Jun Wang

Department of Economics and Trade, Jinshan Vocational and Technical College, Yangzhong, China
Ying Zhou

College of Economics and Management, Shandong Agricultural University, Taian, China
Yifu Yuan

College of Forestry, Shandong Agricultural University, Taian, China
Le Luo

College of Economics and Management, Shandong Agricultural University, Taian, China

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Plain Text BibTeX RIS

APA Style

Jun Wang, Ying Zhou, Yifu Yuan, Le Luo. (2022). Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. International Journal of Agricultural Economics, 7(6), 254-260. https://doi.org/10.11648/j.ijae.20220706.11

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ACS Style

Jun Wang; Ying Zhou; Yifu Yuan; Le Luo. Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. Int. J. Agric. Econ. 2022, 7(6), 254-260. doi: 10.11648/j.ijae.20220706.11

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AMA Style

Jun Wang, Ying Zhou, Yifu Yuan, Le Luo. Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode. Int J Agric Econ. 2022;7(6):254-260. doi: 10.11648/j.ijae.20220706.11

Copy | Download

@article{10.11648/j.ijae.20220706.11,
  author = {Jun Wang and Ying Zhou and Yifu Yuan and Le Luo},
  title = {Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode},
  journal = {International Journal of Agricultural Economics},
  volume = {7},
  number = {6},
  pages = {254-260},
  doi = {10.11648/j.ijae.20220706.11},
  url = {https://doi.org/10.11648/j.ijae.20220706.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijae.20220706.11},
  abstract = {With the continuous development of e-commerce, the e-commerce model of fresh agricultural products gradually integrates from online to offline. O2O (combination of online and offline) is a new e-commerce model that has emerged rapidly in recent years. Consumers can search for nearby businesses by using the smart phone positioning function, place orders on the mobile phone, and make mobile payments, so as to have a consumer experience in the business. This model can greatly shorten consumers' purchase path and decision-making time, and provide consumers with a better shopping experience. Therefore, based on the analysis of the development status of O2O e-commerce model for fresh agricultural products, this paper constructs a relevant theoretical model based on consumer behavior theory and the characteristics of O2O e-commerce model for fresh agricultural products. Through analysis, it is concluded that consumer behavior is affected by their purchase intention, which is also affected by perceived ease of use, perceived usefulness, perceived risk, platform trust The impact of personal innovation and the accessibility of offline delivery, etc., and based on the data of online and offline questionnaires as the analysis sample, SPSS and AMOS software were used to analyze and verify the proposed assumptions, so as to analyze the key influencing factors of consumer behavior under the O2O e-commerce environment of fresh agricultural products.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Research on Consumer Behavior Model of Fresh Agricultural Products Under Online to Offline E-commerce Mode
AU  - Jun Wang
AU  - Ying Zhou
AU  - Yifu Yuan
AU  - Le Luo
Y1  - 2022/11/11
PY  - 2022
N1  - https://doi.org/10.11648/j.ijae.20220706.11
DO  - 10.11648/j.ijae.20220706.11
T2  - International Journal of Agricultural Economics
JF  - International Journal of Agricultural Economics
JO  - International Journal of Agricultural Economics
SP  - 254
EP  - 260
PB  - Science Publishing Group
SN  - 2575-3843
UR  - https://doi.org/10.11648/j.ijae.20220706.11
AB  - With the continuous development of e-commerce, the e-commerce model of fresh agricultural products gradually integrates from online to offline. O2O (combination of online and offline) is a new e-commerce model that has emerged rapidly in recent years. Consumers can search for nearby businesses by using the smart phone positioning function, place orders on the mobile phone, and make mobile payments, so as to have a consumer experience in the business. This model can greatly shorten consumers' purchase path and decision-making time, and provide consumers with a better shopping experience. Therefore, based on the analysis of the development status of O2O e-commerce model for fresh agricultural products, this paper constructs a relevant theoretical model based on consumer behavior theory and the characteristics of O2O e-commerce model for fresh agricultural products. Through analysis, it is concluded that consumer behavior is affected by their purchase intention, which is also affected by perceived ease of use, perceived usefulness, perceived risk, platform trust The impact of personal innovation and the accessibility of offline delivery, etc., and based on the data of online and offline questionnaires as the analysis sample, SPSS and AMOS software were used to analyze and verify the proposed assumptions, so as to analyze the key influencing factors of consumer behavior under the O2O e-commerce environment of fresh agricultural products.
VL  - 7
IS  - 6
ER  -

Copy | Download