In recent years, electronic commerce, as a typical representative form and an important component of the global Internet economy, has achieved vigorous development. However, there are still many deficiencies in the development of e-commerce retail of fresh agricultural products, which has seriously hindered the promotion of online purchase and sales of fresh agricultural products. Thanks to the rapid development of the Internet, consumers’ living standards, consumption concepts, consumption patterns and consumers’ status are changing. Under this background, this study reviews relevant literature and conducts questionnaire survey, mediating effect test and empirical research, aiming to examine consumers’ intention to purchase fresh agricultural products through e-commerce from the perspective of consumers.Design/Methodology/Approach
The methods adopted for this empirical study include literature analysis, questionnaire survey, and mediating effect test.
First of all, through data collection and literature survey, the author summarizes the relevant research on consumers’ purchase intention, consumers’ intention to purchase agricultural products offline, as well as consumers’ intention to purchase fresh agricultural products online, and identifies the determinants of online purchase intention and their correlations from the perspective of fresh agricultural products consumers.
On the basis of TAM model, the author analyzes the impact of agricultural product quality and safety, price, logistics service level, website information service capability, perceived ease of use and perceived usefulness on purchase intention, and explores the intermediary effect of perceived ease of use and perceived usefulness between antecedent variables and dependent variables. Brand image is used as a regulating variable to test how brand image regulates perceived usefulness and perceived ease of use to influence consumers’ purchase intention.
In addition, the author designs a questionnaire based on the model and verifies the model after collecting data. Findings
The empirical results show that the quality, safety and price of fresh agricultural products have a positive impact on the purchase intention, and positively influence the purchase intention through the mediating effect of perceived usefulness. Logistics service level and website information service capability have a positive impact on purchase intention, and positively influence the purchase intention through the mediating effect of perceived ease of use. Brand image has a positive moderating effect on how perceived usefulness influences the purchase intention, but it does not have a negative moderating effect on how perceived ease of use influences the purchase intention.Research limitations/implications
The empirical results show that brand image does not have a negative moderating effect on how perceived ease of use influences the purchase intention. Therefore, further research is needed to examine specific moderating effects of brand image in this regard. Practical implications
The findings of this research shed light on the management of online stores selling fresh agricultural products in that they can guide the retailers to improve the quality and safety of agricultural products, set reasonable prices, offer high-quality logistics and information services, and maintain positive brand images. These measures play a positive role in enhancing consumers' purchase intention. Originality/value
Based on previous studies, this study has established a research model on the determinants of consumers' intention to purchase fresh agricultural products online, which has originality and practical value.Key words: fresh agricultural products; purchase intention; brand image; perceived usefulness; perceived ease of use