Research on the Consumer Purchase Intention for the C2B Customization of Fruits and Vegetables Based on the Supply-side Reform

DOI

10.2991/msmi-17.2017.48How to use a DOI?

Keywords

Consumer Purchase Intention; C2B Customization; Supply-side Reform

Abstract

The supply-side reform has become the inevitable requirement of China's economy into the new normality. Along with the development of the supply-side reform, the C2B (Consumer to Business) customization of fruits and vegetables based on agricultural Internet plus will gradually become the new model of agricultural sales in the future. Based on the study of the interviews with the businessmen and the relevant reference, this paper builds a TAM (Technology Acceptance Model) to analysis the factors that influence the consumers purchase intention for the C2B customization of fruits and vegetables. The factors are verified by the questionnaire and the SPSS (Statistical Product and Service Solutions) analysis. The results show that the C2B customization pattern is still in the primary stage of its development. Perceived usefulness, perceived superiority of products and purchasing power have prominent positive effects on the consumer purchase intention, which can provide important guiding significance to the development of the C2B customization of fruits and vegetables.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xin Cui
AU  - Lichen Wang
PY  - 2017/06
DA  - 2017/06
TI  - Research on the Consumer Purchase Intention for the C2B Customization of Fruits and Vegetables Based on the Supply-side Reform
BT  - Proceedings of the 2017 International Conference on Management Science and Management Innovation (MSMI 2017)
PB  - Atlantis Press
SP  - 223
EP  - 226
SN  - 2352-5428
UR  - https://doi.org/10.2991/msmi-17.2017.48
DO  - 10.2991/msmi-17.2017.48
ID  - Cui2017/06
ER  -