Fresh Agricultural Products Online Shopping: Consumers ’Attitudes and Intentions Based on Empirical Investigation in Beijing

doi:10.11924/j.issn.1000-6850.casb16090016

Chinese Agricultural Science Bulletin ›› 2017, Vol. 33 ›› Issue (30): 158-164.doi: 10.11924/j.issn.1000-6850.casb16090016

Received:2016-09-04 Revised:2017-10-15 Accepted:2017-05-02 Online:2017-10-31 Published:2017-10-31

Abstract

Abstract: In order to study consumers’online behavior on fresh agricultural products, based on the theory of the Technology Acceptance Model, this paper established an integrated framework to analyze the factors such as perceived usefulness, perceived ease of use, perceived risk and seller trust which influenced consumers’ attitudes and intentions to fresh agricultural products online shopping. Based on a valid sample data of 338 online consumers in Beijing, the research applied the method of structural equation modeling to assess the hypotheses. The results showed that: perceived usefulness, perceived ease of use, and trust had significantly positive effect on attitudes to fresh agricultural products online shopping, while perceived risk had negative effect on attitudes to fresh agricultural products online shopping, but the influence was not significant. Finally, some proposals were put forward to fresh agricultural products online websites and enterprises.

CLC Number:

F713.3

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