Research on the Consumer Purchase Intention for the C2B Customization of Fruits and Vegetables Based on the Supply-side Reform

摘要

The supply-side reform has become the inevitable requirement of China's economy into the new normality. Along with the development of the supply-side reform, the C2B (Consumer to Business) customization of fruits and vegetables based on agricultural Internet plus will gradually become the new model of agricultural sales in the future. Based on the study of the interviews with the businessmen and the relevant reference, this paper builds a TAM (Technology Acceptance Model) to analysis the factors that influence the consumers purchase intention for the C2B customization of fruits and vegetables. The factors are verified by the questionnaire and the SPSS (Statistical Product and Service Solutions) analysis. The results show that the C2B customization pattern is still in the primary stage of its development. Perceived usefulness, perceived superiority of products and purchasing power have prominent positive effects on the consumer purchase intention, which can provide important guiding significance to the development of the C2B customization of fruits and vegetables.