The Model of Factors that Influence the Intention of Purchasing Agricultural Products Online in Fujian Province, the People’s Republic of China
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Abstract
This article aimed 1) to study and examine the coherence of the model with the empirical data of the model of factors that influence the intention of purchasing agricultural products online in the Fujian province. And 2) to develop a model of factors that influence the intention of purchasing agricultural products online in the Fujian province. Quantitative research, the sample group was consumers of agricultural products in the Fujian region. They were selected using the snowball sampling method. Qualitative research, the researcher analyzed the collected data and selected 10 groups with experience in purchasing agricultural products in the Fujian region using a targeted interview method. The instruments for collecting data were questionnaires and in-depth interviews. Analyze quantitative data using statistics such as frequency, mean, and standard deviation correlation analysis and structural equation modeling to be used in the final analysis of intentions to purchase agricultural products. Qualitative data were used in document research to analyze and synthesize the data and write a descriptive narrative. The research results were as follows;
1. The intention to purchase agricultural products online in Fujian Province is influenced by multiple factors. Firstly, consumers' personal characteristics have a certain impact on their online purchasing intentions. Secondly, consumers' cognitive factors, including their awareness of online procurement and the quality of agricultural products also has an impact on their intentions. Third, consumers' attitudes and behavioral behaviors can also influence their intentions. Finally, market environment and policy factors may also have an impact on consumer intentions, such as price levels and the development of agricultural supply chains.
2. The "Fujian Province Agricultural Products Online Procurement Intention Factors Model", the model provides theoretical support and decision-making reference for the development of agricultural e-commerce and the optimization of agricultural supply chain in Fujian Province.
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