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

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.