Purchase Intention of Fresh Agricultural Products Based on Analysis Framework of Perceived Return-Perceived Risk and Transaction Cost Theory

According to perceived return-perceived risk analysis framework and transaction cost theory，an empirical analysis on purchase intention of fresh agricultural products was made by using Logit regression model.Results showed that，women′s willingness to buy fresh agricultural products online was higher than that of men；education level，monthly income level，monthly online shopping times，pursuit of green lifestyle and health style，cognition of fresh e-commerce，diversification of fresh agricultural products provided by fresh e-commerce，affordable price of fresh agricultural products，personalized service provided by fresh e-commerce had a positive impact；age，bad rate of fresh agricultural products，false degree of information provided by fresh e-commerce，delivery time of online fresh agricultural products，search time of online shopping，consultation time of online shopping and return time of online shopping of fresh agricultural products had a negative impact.Fresh agricultural products e-commerce could enhance consumers′ purchasing willingness by increasing added value of guide and purchase service，controlling quality of fresh agricultural products strictly，and improving quality and effectiveness of information transmission of fresh agricultural products.