An Empirical Study on the Online Shopping Intentions of Fresh Agricultural Products Consumers through Guiyang Online Shopping Platforms

Chan Ma


With the continuous progress of science and technology and the improvement of people’s living standards, online shopping has become an indispensable part of people’s lives. Fresh food e-commerce in Guiyang, as a new shopping experience, began to attract consumers’ attention due to numerous influencing factors. The research objective of this study was based on the analysis of Guiyang consumer buying intention based on consumption expectation, personal consumption characteristics, perception of online shopping, and perception of fresh food e-commerce website quality. It provided respective suggestions for the improvement of fresh agricultural product operations.


Online Shopping Intentions; Fresh Agricultural Product Consumer; Online Shopping Platforms

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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2834


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