Abstract: Analysis of factors affecting consumers′ purchase in agricultural products sales，is not only conducive to transformation of agricultural products sales，improvement of quality of agricultural products sales，but also promotion of agricultural development.Firstly，satisfaction model was constructed by reviewing relevant literature research.Secondly，relevant hypotheses were put forward based on satisfaction model.Finally，empirical analysis on factors affecting purchase showed that，from perspective of consumer satisfaction，main factors affecting consumers′ purchase included purchase channels，purchase cognition and so on.