Research on the Influence Mechanism of Fresh Agricultural Products Consumers' Online Shopping Willingness: Take Baiyin Area of Gansu Province as an Example

Abstract

In recent years, the rapid development of China's agricultural products e-commerce has been, which has established a fast channel between agricultural producers and consumers, which can not only better meet the needs of consumers, but also help improve the competitiveness of agricultural products, and will have a far-reaching impact on the transformation of agricultural production mode and rural economic development."Rural development should adapt to the current new situation of upgrading the consumption structure of urban and rural residents, constantly improve the industrial chain, and provide a variety of products for urban and rural residents."Since the outbreak of COVID-19 in 2020, COVID-19 has shown a normal development mode. People stay at home, and fresh agricultural products have three meals a day are inseparable from fresh agricultural products. In this era of rapid development of Internet technology, there are still some problems in the development of fresh agricultural products e-commerce. Such as: fresh agricultural products by the environment, season, planting norms affected, fresh agricultural products can not achieve standardized management. Fresh consumption has the characteristics of strong rigid demand and short consumption cycle, coupled with China's large population base and large consumer demand, and the COVID-19 epidemic in 2020 makes the fresh industry become a breakthrough of consumption upgrading. Fresh market is different from ordinary vegetable markets: it provides a more comfortable shopping environment and better service. At the same time, there is also a burden of heavy operating costs.