Research on the Influencing Mechanism of Consumers' Willingness to Continuously Use Community Group Purchase of Fresh Agricultural Products
Communitygrouppurchasedevelopmentnotonlyhasthesolutionofthe'agriculture and rural issues,but also related to people's daily life.Based on the survey of community group purchase,this paper analysed the willingness to use the community group purchase of the fresh agricultural product and its improvement path by AMOS structure equation.Research shows information quality,system quality,and service quality have a significant direct effect on the continuous use of community group purchase of fresh agricultural products.Among them,service quality has the biggest influence on it.The product quality and information quality have a significant indirect effect on the willingness of fresh agricultural product community group purchase through word-of-mouth evaluation.Therefore,Community group purchase platform of the fresh agricultural product should vigorously improve the service quality,pay attention to the supervision and management of the quality of fresh agricultural products,continuously improve the system functions,and cultivate users'positive reputation.
Fresh Agricultural ProductsCommunity Group PurchaseFresh E-Commerce
NETL
NSTL
万方数据
