Research on Consumers' Purchase Intention and Influencing Factors on E-commerce-assisted Agricultural Products in Anhui Province
Keywords:
E-commerce for Agriculture; Purchase Intention; Logit Regression.Abstract
Nowadays, digital business models such as Internet e-commerce have become an important force to empower rural revitalization. This paper takes consumers in Anhui Province as the survey object, integrates the theoretical model of planned behavior and the technology acceptance model, and introduces the variables of perceived risk and perceived benefit. Factor analysis and ordered Logit regression analysis are used to conduct empirical research to understand the factors affecting consumers' willingness to buy, and the previous hypotheses are verified by model fit test, path significance analysis and mediation effect test on structural equations. Finally, corresponding countermeasures are proposed based on the research findings.
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