Education, Science, Technology, Innovation and Life
Open Access
Sign In

Research on Online Buying Behavior of Agricultural Products

Download as PDF

DOI: 10.23977/infse.2020.010102 | Downloads: 35 | Views: 1403


Hao Wenyi 1


1 Heilongjiang Bayi Agricultural University, Daqing , Heilongjiang Province, China, 163319

Corresponding Author

Hao Wenyi


In recent years, the development of the Internet is very rapid, the daily operation and product sales of enterprises are more and more inseparable from the Internet, and the growth of the online buying market is obvious. Some agricultural products began to join the network sales, which not only widened the marketing channels of agricultural products, but also enriched the agricultural products market, so that more consumers can obtain more and more affordable agricultural products. Through the analysis of 462 questionnaires, it is considered that consumers' satisfaction with the category richness of online agricultural products is very high, and the price ratio of online agricultural products is high, and the price advantage is the important reason why consumers buy agricultural products through the network. In the network sale, the characteristic agricultural product, the famous brand agricultural product is favored, but the freshness of the online buying agricultural product and the quality, safety and reliability of the online buying agricultural product are not recognized. Among the external objective factors that affect the behavior of online buying, the price of agricultural products and the quality of products themselves are still the most important influencing factors for consumers to buy agricultural products online, and the seller's credit, consumer security, network forums and so on also affect consumers' online buying decisions.


Online buying, Agricultural products, Consumption behavior


Hao Wenyi. Research on Online Buying Behavior of Agricultural Products. Information Systems and Economics (2020) 1: 18-24. DOI:


[1] Lee, W.J. (2020) Unravelling Consumer Responses to Omni-Channel Approach. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 37-49.
[2] Liu, Z.N. (2014) A Brief Analysis of Consumer Psychology in the New Era of Online buying. China Market, (5), 40-41.
[3] Kettunen, E., Kemppainen, T., Lievonen, M., et al. (2020) Identifying the Ideal Types of Online Shoppers: A Qualitative Analysis of Online buying, 12(2), 59-78.
[4] Guo W.Y. (2019) The Present Situation and Development of B2C Electronic Commerce Mode. Knowledge Economy, 30, 55+58.
[5]Chen, J.B., Zhong, Y., and Anthony, L. (2018) Research on Monitoring Platform of Agricultural Product Circulation Efficiency Supported by Cloud Computing. Wireless Personal Communications, 102(4), 3573-3587.
[6] Chen, A.Q. (2019) Geographical Indications of Agricultural Products: Protection and Development. Journal of Shenyang Agricultural University (Social Sciences Edition), 21(05), 525-530.
[7] Li, N. and Li, J.J. (2016) Development Status and Problems of Online Fresh Agricultural Products in China. Food and Nutrition in China, (1), 49-54.
[8] Yoo, W.S., Lee, Y., and Park, J.K. (2010) The role of interactivity in e-tailing: Creating value and increasing satisfaction. Journal of Retailing &Consumer Services, 17(17), 89-96.
[9] Deng, Z.H. (2014) Research on Consumer Online Shopping Motivations. Science and Technology Management Research, (9), 191-195.
[10] Yu, L.P., Xia, Z.J., and Wang, B.B. (2014) Research on Online Review Purchase Intention on the Internet. Journal of Modern Information, 34(11), 34-38.

Downloads: 93
Visits: 7046

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.