农产品电商平台用户购买行为影响因素分析

Analysis of Factors Influencing User Purchasing Behavior on Agricultural Product E-Commerce Platforms

摘要: 农产品电商平台用户购买行为影响因素呈现多层次及多维度的复杂结构特征。产品质量感知与价格认知及品牌效应构成消费者购买决策的核心驱动力，平台信任机制及服务质量直接影响用户转化效率。用户个体特征、社交网络影响等内生因素与市场环境、政策导向等外部因素相互作用，形成影响购买行为的动态系统，各影响因素间存在复杂的相互作用关系，不同用户群体对影响因素的敏感度存在显著差异。

Abstract: The influencing factors of user purchasing behavior on agricultural product e-commerce platforms present complex structural characteristics of multiple levels and dimensions. The perception of product quality, price perception, and brand effect constitute the core driving force of consumer purchasing decisions, and the platform trust mechanism and service quality directly affect user conversion efficiency. The interaction between endogenous factors such as individual user characteristics and social network influence, as well as external factors such as market environment and policy orientation, forms a dynamic system that affects purchasing behavior. There are complex interactions between various influencing factors, and different user groups have significant differences in sensitivity to these factors.