Study on Consumers’ Multiple Levels Cognitive Behavior to Purchase Fresh Agricultural Products Online

Based on 505 consumers' sampling data from Shandong province, taking apple as an example, consumer cognitive behavior can be divided into three levels: know, trust and usage. The study builds multivariate Probit model to analyze the factors influencing consumer multilevel cognitive behavior. It finds that, consumer cognitive behavior to purchase fresh agricultural products online presents a significant heterogeneity; there are different cognitive effects of gender and income at all levels, while age and education have significant effects at all levels of cognition in individual characteristics; there are different cognitive effects in network security awareness, and computer operation skills, and information channels of fresh agricultural products, and consumer involvement at all levels; the popularity of shopping websites has a significant effect on cognitive performance at all levels. Through the empirical analysis, some feasible suggestions for the government, the electricity supplier enterprises and consumers can be provided.