An empirical study on consumers' willingness to buy agricultural products online and its influencing factors

With the prosperity of e-commerce, agricultural products e-commerce has also achieved certain development in the past few years, but there is still a large room for growth compared with the number of Internet users and the overall economic scale of e-commerce. This study first analyzes the consumers' online shopping intention and influence factors of agricultural products and then using factor analysis and multiple linear regression equation model was constructed out of the main influence factors affect consumers' online shopping agricultural products, and finally collected from heilongjiang Harbin, 418 consumers online survey data for empirical analysis of agricultural products, further study of the influence between variables, Analyze the interaction mechanism between the main variables. The results show that health awareness, store word of mouth, price factor, convenience factor, familiarity of online shopping process, and the amount of money spent on purchasing agricultural products have different degrees of significant impact on consumers. The research results can provide reasonable suggestions for agricultural e-commerce enterprises to adapt to consumer demand from the perspective of marketing, which is of great significance to help agricultural e-commerce enterprises seize the market and improve the sales of agricultural e-commerce.