Influencing mechanism of Gansu consumers' online shopping intention of fresh agricultural products

Name: Wang Zongzhao

keyword: Influencing mechanism

ThaSH: Consumers preferences -- Agricultural product -- Research

; Consumers' online shopping intention

ThaSH: Consumer behavior -- Electronic commerce -- Agricultural product -- Research

; Fresh agricultural products

ThaSH: Business Administration -- Research

Abstract: With the development of e-commerce and cold chain logistics, the changes and upgrades affected how consumers purchase fresh agricultural products. Online shopping supply chain of fresh agricultural products became an essential way for consumers to obtain fresh agricultural products conveniently for the needed foods and efficiently for timesaving. Factors such as product quality, freshness of arrival, and promotion efforts of fresh agricultural products would be the key factors affecting consumers' desire to purchase. With the constant development of online fresh agricultural product channels, this study explored the Internet environment in Gansu that developed online shopping intention for local consumers in purchase satisfaction and improved usage attitude. The purpose of this study was to analyze the significant difference in Gansu consumers' online shopping intention on fresh agricultural products with different control variables (gender, age, education, and income); to review the influencing mechanism of the Gansu consumers' online shopping intention based on product perception and evaluation, emotional value, and characteristics of business environment; and to suggest feasible suggestions on sales of fresh agricultural products by improving consumers' attitudes and perceptions in online shopping platforms. Four hundred completed questionnaires of Gansu consumers were collected through the online WeChat platform by random sampling between January and February 2023. The results showed that product perception and evaluation, emotional value, and characteristics of the business environment significantly impacted online shopping intention. On the other hand, dimensions of various variables based on product value, product brand, perceived quality cold chain logistics, perceived quality of cold chain logistics, product price trade-off, perceived quality of offline experience, website security, service quality, and information credibility would also show impacts on online shopping intention.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Watt Mong Kwan Jacky

Role: Advisor

Created: 2023

Modified: 2026-01-23

Issued: 2026-01-23

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Gansu

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: North Bangkok University

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