Study on Consumers' Satisfaction Degree and Influencing Factors of Online Shopping for Agricultural Products

摘要

Shopping for agricultural products on line becomes a new form of consumer's consumption in China. Consumers' satisfaction degree of online shopping for agricultural products directly affects the development of ecommerce of agricultural products. Centering on online agricultural products, referring to relevant literature, basing on survey data of Justeasy, and through statistical analysis this paper found out that consumption concept, products quality, service of website and logistics distribution are the main factors influencing consumer's online shopping intention and satisfaction. Finally, the paper gives some reasonable suggestions to improve consumers' satisfaction degree of online shopping for agricultural products. The government should actively promote the quality traceability system of agricultural products. Online retailers of agricultural products should step up publicity and cultivate consumers' online shopping concept; give reasonable and attractive prices; perfect website design and detail descriptions of goods to enhance attraction and convenience; optimize the distribution system to ensure timely delivery and quality security; and improve after-sales service.