The Research on the Factors of Purchase Intention for Fresh Agricultural Products in an E-Commerce Environment

Based on the characteristics of e-commerce of fresh agricultural products in China, and using the correlation analysis method, the relational model between product knowledge, perceived benefit, perceived risk and purchase intention is constructed. The Logistic model is used to carry in the empirical analysis. The influence factors and the mechanism of online purchase intention are explored. The results show that consumers' product knowledge, perceived benefit and perceived risk can affect their purchase intention. Consumers' product knowledge has a positive effect on perceived benefit and perceived benefit has a positive effect on purchase intention. Consumers' product knowledge has a negative effect on perceived risk, and perceived profit has a negative effect on perceived risk, and perceived risk has a negative effect on purchase intention. Through the empirical analysis, some feasible suggestions for the government and electricity supplier enterprises can be provided.