Study on the Factors of Online Shopping Intention for Fresh Agricultural Products Based on UTAUT2

摘要

To analyze the factors influencing online shopping intention for fresh agricultural products, this paper constructs a research model based on UTAUT2. Data obtained from questionnaires are processed using structural equation model. The results show that performance expectancy, effort expectancy, hedonic motivation, facilitating conditions have positive impacts on the online shopping intention for fresh agricultural products, gender has a significant influence on the measuring model, while neither experience nor personal innovativeness has influence on the measuring model.