Research on Purchase Intention of Fresh Agricultural Products Based on TAM Model in Pre-sale Mode

摘要

In the online pre- sale mode, based on TAM technology acceptance model, this paper introduces perceived risk, defines external variables as agricultural product quality, consumer characteristics, platform characteristics, and constructs the relationship model among external variables, perceived usefulness, perceived ease of use, perceived risk and purchase intention. Research results show that the quality of fresh agricultural products were significant positive and negative impact on perceived usefulness and perceived risk, consumer traits were significant positive and negative impact is easy to use and perceived risk, platform features significantly positive influence on perceived ease of use and perceived usefulness, consumers of network opens to booking a perceived ease of use and perceived usefulness of fresh agricultural products is significantly positive influence on purchase intention. Therefore, from the perspective of consumers, it is of great significance to improve the quality of agricultural products by using the advantages of the pre-sale model to promote the sales of fresh agricultural products.