Research on Consumer Purchase Behavior of Organic Agricultural Products under the Background of E-commerce

Based on the integrated technology acceptance model ( UTAUT2 ), This paper establishes a research model of consumer purchase behavior of organic agricultural products under the E-commerce environment. The independent variables are regulatory measures, performance expectation, effort expectation, unemployment impact, price trade-off and social impact, The online shopping intention is the mediating variable, and the dependent variable is the online shopping behavior. Analyzing and researching the purchasing behavior of organic agricultural product consumers, Based on the analysis of the paper, propose relevant suggestions to promote the purchasing behavior of organic agricultural product consumers.