Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode

Jun Wang; Yan Luo; Yifu Yuan; Ying Zhou

doi:doi:10.11648/j.ijae.20220706.12

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Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode

Jun Wang, Yan Luo, Yifu Yuan, Ying Zhou

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

E-commerce provides a number of sales channels for fresh agricultural products, which not only promotes agricultural development, but also improves the income level of farmers. With the rise of new consumer groups, the new generation of fresh agricultural products’ consumers will pay more attention to quality and convenience rather than low prices. The e-commerce model of community fresh agricultural products, which is deeply integrated online and offline, is increasingly welcomed by a new generation of consumers. Online to offline (O2O) e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs, difficulty in standardizing agricultural products, large storage and transportation losses, and the need to cultivate user consumption habits. Community fresh food e-commerce needs to study the influencing factors of consumers' purchase behavior. According to the research results, there are many factors that affect consumers' purchase behavior of O2O fresh agricultural products. O2O e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs. Based on the analysis of the consumers' behaviors, this study analyzed the influencing factors of fresh agricultural product consumer behaviors under new e-commerce mode and discussed the problems existed in fresh agricultural products and the e-commerce platform. The study results will help further promote the development of e-commerce of fresh agricultural products in China, and make the sales of fresh agricultural products in the e-commerce model of China create a new brilliance.

Published in	International Journal of Agricultural Economics (Volume 7, Issue 6)
DOI	10.11648/j.ijae.20220706.12
Page(s)	261-265
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), 2024. Published by Science Publishing Group

Keywords

Fresh Agricultural Products, E-commerce, Consumer Behavior, Influencing Factor

References

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[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]	Yan Y, Du S. Empirical study for the influence factors of customer satisfaction based on B2C online shopping [J]. Journal of Computational & Theoretical Nanoscience, 2016, 13 (12): 10364-10368.
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[8]	Khan S. A, Liang Y, Shahzad S. An empirical study of perceived factors affecting customer satisfaction to re-purchase intention in online stores in China [J]. Journal of Service Science & Management, 2015, 8 (3): 291-305.
[9]	Peng X. J. Research on the development efficiency and influencing factors of rural e-commerce [D]. Hunan Agricultural University, 2020.
[10]	Wang J. Research on consumer behavior and its influencing factors under the O2O e-commerce mode of fresh agricultural products [D]. Jiangsu University, 2017.
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APA Style

Jun Wang, Yan Luo, Yifu Yuan, Ying Zhou. (2022). Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. International Journal of Agricultural Economics, 7(6), 261-265. https://doi.org/10.11648/j.ijae.20220706.12

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ACS Style

Jun Wang; Yan Luo; Yifu Yuan; Ying Zhou. Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. Int. J. Agric. Econ. 2022, 7(6), 261-265. doi: 10.11648/j.ijae.20220706.12

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AMA Style

Jun Wang, Yan Luo, Yifu Yuan, Ying Zhou. Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. Int J Agric Econ. 2022;7(6):261-265. doi: 10.11648/j.ijae.20220706.12

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@article{10.11648/j.ijae.20220706.12,
  author = {Jun Wang and Yan Luo and Yifu Yuan and Ying Zhou},
  title = {Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode},
  journal = {International Journal of Agricultural Economics},
  volume = {7},
  number = {6},
  pages = {261-265},
  doi = {10.11648/j.ijae.20220706.12},
  url = {https://doi.org/10.11648/j.ijae.20220706.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijae.20220706.12},
  abstract = {E-commerce provides a number of sales channels for fresh agricultural products, which not only promotes agricultural development, but also improves the income level of farmers. With the rise of new consumer groups, the new generation of fresh agricultural products’ consumers will pay more attention to quality and convenience rather than low prices. The e-commerce model of community fresh agricultural products, which is deeply integrated online and offline, is increasingly welcomed by a new generation of consumers. Online to offline (O2O) e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs, difficulty in standardizing agricultural products, large storage and transportation losses, and the need to cultivate user consumption habits. Community fresh food e-commerce needs to study the influencing factors of consumers' purchase behavior. According to the research results, there are many factors that affect consumers' purchase behavior of O2O fresh agricultural products. O2O e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs. Based on the analysis of the consumers' behaviors, this study analyzed the influencing factors of fresh agricultural product consumer behaviors under new e-commerce mode and discussed the problems existed in fresh agricultural products and the e-commerce platform. The study results will help further promote the development of e-commerce of fresh agricultural products in China, and make the sales of fresh agricultural products in the e-commerce model of China create a new brilliance.},
 year = {2022}
}

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TY  - JOUR
T1  - Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode
AU  - Jun Wang
AU  - Yan Luo
AU  - Yifu Yuan
AU  - Ying Zhou
Y1  - 2022/11/11
PY  - 2022
N1  - https://doi.org/10.11648/j.ijae.20220706.12
DO  - 10.11648/j.ijae.20220706.12
T2  - International Journal of Agricultural Economics
JF  - International Journal of Agricultural Economics
JO  - International Journal of Agricultural Economics
SP  - 261
EP  - 265
PB  - Science Publishing Group
SN  - 2575-3843
UR  - https://doi.org/10.11648/j.ijae.20220706.12
AB  - E-commerce provides a number of sales channels for fresh agricultural products, which not only promotes agricultural development, but also improves the income level of farmers. With the rise of new consumer groups, the new generation of fresh agricultural products’ consumers will pay more attention to quality and convenience rather than low prices. The e-commerce model of community fresh agricultural products, which is deeply integrated online and offline, is increasingly welcomed by a new generation of consumers. Online to offline (O2O) e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs, difficulty in standardizing agricultural products, large storage and transportation losses, and the need to cultivate user consumption habits. Community fresh food e-commerce needs to study the influencing factors of consumers' purchase behavior. According to the research results, there are many factors that affect consumers' purchase behavior of O2O fresh agricultural products. O2O e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs. Based on the analysis of the consumers' behaviors, this study analyzed the influencing factors of fresh agricultural product consumer behaviors under new e-commerce mode and discussed the problems existed in fresh agricultural products and the e-commerce platform. The study results will help further promote the development of e-commerce of fresh agricultural products in China, and make the sales of fresh agricultural products in the e-commerce model of China create a new brilliance.
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
Yan Luo

Zhenjiang Landscape Planning and Design Co., Ltd, Zhenjiang, China
Yifu Yuan

College of Forestry, Shandong Agricultural University, Taian, China
Ying Zhou

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

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Plain Text BibTeX RIS

APA Style

Jun Wang, Yan Luo, Yifu Yuan, Ying Zhou. (2022). Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. International Journal of Agricultural Economics, 7(6), 261-265. https://doi.org/10.11648/j.ijae.20220706.12

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ACS Style

Jun Wang; Yan Luo; Yifu Yuan; Ying Zhou. Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. Int. J. Agric. Econ. 2022, 7(6), 261-265. doi: 10.11648/j.ijae.20220706.12

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AMA Style

Jun Wang, Yan Luo, Yifu Yuan, Ying Zhou. Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode. Int J Agric Econ. 2022;7(6):261-265. doi: 10.11648/j.ijae.20220706.12

Copy | Download

@article{10.11648/j.ijae.20220706.12,
  author = {Jun Wang and Yan Luo and Yifu Yuan and Ying Zhou},
  title = {Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode},
  journal = {International Journal of Agricultural Economics},
  volume = {7},
  number = {6},
  pages = {261-265},
  doi = {10.11648/j.ijae.20220706.12},
  url = {https://doi.org/10.11648/j.ijae.20220706.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijae.20220706.12},
  abstract = {E-commerce provides a number of sales channels for fresh agricultural products, which not only promotes agricultural development, but also improves the income level of farmers. With the rise of new consumer groups, the new generation of fresh agricultural products’ consumers will pay more attention to quality and convenience rather than low prices. The e-commerce model of community fresh agricultural products, which is deeply integrated online and offline, is increasingly welcomed by a new generation of consumers. Online to offline (O2O) e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs, difficulty in standardizing agricultural products, large storage and transportation losses, and the need to cultivate user consumption habits. Community fresh food e-commerce needs to study the influencing factors of consumers' purchase behavior. According to the research results, there are many factors that affect consumers' purchase behavior of O2O fresh agricultural products. O2O e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs. Based on the analysis of the consumers' behaviors, this study analyzed the influencing factors of fresh agricultural product consumer behaviors under new e-commerce mode and discussed the problems existed in fresh agricultural products and the e-commerce platform. The study results will help further promote the development of e-commerce of fresh agricultural products in China, and make the sales of fresh agricultural products in the e-commerce model of China create a new brilliance.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Study on the Influencing Factors of Fresh Agricultural Product Consumer Behaviors Under New E-commerce Mode
AU  - Jun Wang
AU  - Yan Luo
AU  - Yifu Yuan
AU  - Ying Zhou
Y1  - 2022/11/11
PY  - 2022
N1  - https://doi.org/10.11648/j.ijae.20220706.12
DO  - 10.11648/j.ijae.20220706.12
T2  - International Journal of Agricultural Economics
JF  - International Journal of Agricultural Economics
JO  - International Journal of Agricultural Economics
SP  - 261
EP  - 265
PB  - Science Publishing Group
SN  - 2575-3843
UR  - https://doi.org/10.11648/j.ijae.20220706.12
AB  - E-commerce provides a number of sales channels for fresh agricultural products, which not only promotes agricultural development, but also improves the income level of farmers. With the rise of new consumer groups, the new generation of fresh agricultural products’ consumers will pay more attention to quality and convenience rather than low prices. The e-commerce model of community fresh agricultural products, which is deeply integrated online and offline, is increasingly welcomed by a new generation of consumers. Online to offline (O2O) e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs, difficulty in standardizing agricultural products, large storage and transportation losses, and the need to cultivate user consumption habits. Community fresh food e-commerce needs to study the influencing factors of consumers' purchase behavior. According to the research results, there are many factors that affect consumers' purchase behavior of O2O fresh agricultural products. O2O e-commerce distribution efficiency of fresh agricultural products is high, but there are also problems such as high supply foundation and cold chain logistics construction costs. Based on the analysis of the consumers' behaviors, this study analyzed the influencing factors of fresh agricultural product consumer behaviors under new e-commerce mode and discussed the problems existed in fresh agricultural products and the e-commerce platform. The study results will help further promote the development of e-commerce of fresh agricultural products in China, and make the sales of fresh agricultural products in the e-commerce model of China create a new brilliance.
VL  - 7
IS  - 6
ER  -

Copy | Download