Research on Consumer Willingness on Buying Farm Product under Online To Offline Model- A Case Study on Supermarketin China

摘要

ln order to explore a new Online To Offline Model (020), a survey was carried out on a supermarket from T Group in China about marketing. Based on the data analysis, main factors effect consumer's decision were screened. The characteristics of traditional marketing environment and supermarkets network marketing environment was compared. Multinational retail groups and local retail business in terms of management of the similarities and differences of farm product explore adapt to the new e-commerce online to offline model in Chinese local market was also compared. The consumers' willingness to buy farm product management model was also derived.