论文部分内容阅读
在电子商务平台下,消费者对生鲜农产品的购买意愿受到较多因素的影响,因此,对其影响因素进行分析,便于制定提升消费者购买意愿的策略。本文主要分析了影响消费者网络购买意愿的因素,通过问卷的方式进行分析,确定了主要影响因素,同时制定了提升消费者购买意愿的对策,以期可以促进生鲜农产品的网络销售。
Under the e-commerce platform, consumers ’willingness to purchase fresh agricultural products is influenced by many factors. Therefore, the analysis of their influential factors makes it easier to formulate a strategy to enhance consumers’ willingness to purchase. This article mainly analyzes the factors influencing consumers ’willingness to buy on the internet, analyzes them by means of questionnaires, and determines the main influencing factors. At the same time, the countermeasures to enhance consumers’ willingness to purchase are formulated so as to promote the online sales of fresh agricultural products.