农产品电商购买意愿影响因素研究

Factors Influencing Purchase Intention in Agricultural Products E-Commerce

摘要: 随着互联网技术的快速发展，农产品电子商务已经成为打通农业生产与消费市场的重要渠道。本文围绕农产品电商消费者购买意愿的影响因素展开研究，系统分析了产品质量、价格策略、售后服务以及季节性和地域性，四大核心因素对消费者购买决策影响。研究表明，产品质量是消费者最为关注的因素，特别是食品安全、新鲜度和可溯源信息。其中价格敏感度在不同消费群体中表现差异显著，通过合理的定价与促销策略能有效提升转化率，而完善的售后保障机制则显著增强消费者信任与满意度，同时季节性和地域性对农产品电商购买意愿也存在很大影响。在此基础上，本文从质量透明化、差异化定价、售后响应优化等方面提出建议。

Abstract: With the rapid development of internet technology, agricultural product e-commerce has become an important channel connecting agricultural production and consumer markets. This study focuses on the factors influencing consumers’ purchase intentions in agricultural product e-commerce, systematically analyzing the impact of four core factors—product quality, pricing strategies, after-sales service, as well as seasonality and regional characteristics—on consumers’ purchasing decisions. The research indicates that product quality is the most critical concern for consumers, particularly food safety, freshness, and traceability information. Price sensitivity varies significantly among different consumer groups, and reasonable pricing and promotional strategies can effectively enhance conversion rates. Meanwhile, a well-established after-sales guarantee mechanism significantly strengthens consumer trust and satisfaction. Additionally, seasonality and regional characteristics also exert considerable influence on purchase intentions in agricultural product e-commerce. Based on these findings, this study proposes recommendations in areas such as quality transparency, differentiated pricing, and optimization of after-sales response mechanisms.