数字经济下消费者网络购买农产品行为及影响因素——以徐州市为例

Consumers′ Online Purchase Behavior of Agricultural Products and Influencing Factors under Digital Economy：Taking Xuzhou as an Example

摘要: 基于2020年408位徐州市消费者网络购买农产品行为的调查数据，首先分析数字经济下消费者网络购买农产品的种类、网络购买频率和电商平台选择的现状，并对比不同电子商务购买渠道的优劣；然后使用有序多分类Logistic模型对农产品网络购买频率的影响因素进行了实证检验；最后提出了促进农产品电子商务发展的建议。

Abstract: Based on survey data of 408 consumers′ online purchase behavior of agricultural products in Xuzhou City in 2020，types of agricultural products purchased online，online purchase frequency of agricultural products and current situation of e-commerce platform selection under digital economy were firstly studied.Advantages and disadvantages of different e-commerce purchasing channels were compared.Then influencing factors of online purchase frequency of agricultural products by ordinal multinomial Logistic model were empirically tested.Finally，some advice to promote development of e-commerce of agricultural products was put forward.