关键词: 国外, 国外

Abstract: Factors influencing customers’ online shopping intention of agricultural products were analyzed based on 376 network survey data from the aspect of sellers. It was concluded from the factor analysis that the main factors influencing customers’ online shopping intention of agricultural products from the aspect of sellers were as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; corporate reputation factors; service quality factor. It was concluded from the logistics analysis that the 5 factors had a obvious positive impact on the customers’ online shopping intention of agricultural products and the contribution from big to small were arranged as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; service quality factor; corporate reputation factors. At the mean time, people who were younger than old ones and people who liked online shopping more were more likely to buy agricultural products online.