The Impact of Shopping Experience on the Behavior of Fresh Agricultural Products Online Purchase: Take the Urban Survey Data of Hunan Province as an Example

According to stratified sampling at city level, we investigate the situation of consumers buying fresh produce online, and use logistic regression models to analyze the impact of shopping experience and consumer trust on online buying of fresh produce, and the effect of new retail mode on the adjustment of consumption characteristics factors was observed through group regression. Research shows that: shopping experience, consumer trust and consumer online purchasing behavior significantly correlated. The new retail mode can effectively increase consumers’trust in the quality of online fresh products and their willingness to try online purchases, which has a significant role in promoting the online purchase behavior of consumers’fresh produce.