The Fresh Agricultural Products Consumers ’Omni-channel Purchase Intention Based on Structural Equation Model

With the rise of omnichannel-consumer, relevant research has become a hot topic in marketing research area. This paper takes the fresh agricultural product consumers as the research object and constructs an omni-channel purchase willing research model through the technology acceptance model (TAM) and the perceived risk theory to analyze the factors affecting the fresh agricultural products consumers’ omni-channel purchase intention. A total of 250 valid questionnaires were collected by survey, and the structural equation model (SEM) was used to study. The results showed that perceived ease of use has significant influence on perceived usefulness, perceived ease of use to the attitude, perceived usefulness to the attitude and omni-channel purchase intention, the attitude to omni-channel purchase intention have a singnificant impact, while perceived risks have no significant effect on attitude.