Research on the influencing factors of agricultural product purchase willingness in social e-commerce situation

Abstract From the perspective of social e-commerce, this paper discusses influencing factors and mechanism purchase intention agricultural products. Based on stimulus–organism–response model, constructs relationship model product characteristics, trust, stickiness, support, interaction, consumer perceived value intention; related hypotheses are found, hypothesis structural verified by analysing data. The results show that characteristics products, interaction key influence Perceived is intermediary intention.