Research on the influencing factors of e-commerce consumers' willingness to purchase fresh agricultural products based on a dual path model

With the rapid development of e-commerce and internet technology, online platforms have become a significant channel for purchasing fresh agricultural products. This study utilized a survey method, distributing 481 questionnaires and obtaining 310 valid responses after a consistency test to explore consumer willingness and behavior in buying fresh agricultural products on e-commerce platforms. It was found that the main consumer group comprises young working adults aged 31 to 40, who possess considerable economic power and digital shopping habits. While gender had a relatively low impact on purchasing intentions, factors such as lifestyle, quality, price, and freshness were key in influencing buying decisions. Through the dual-pathway model (Elaboration Likelihood Model, ELM), this study analyzed how brand knowledge, personal emotions, and sociocultural factors affect consumer purchasing intentions under central and peripheral routes. The results indicate that sociocultural factors and brand knowledge play a decisive role in purchasing intentions, underscoring the importance of localized marketing strategies and strengthening brand education. Additionally, although some consumers are hesitant about purchasing fresh products online, the majority of respondents showed a high level of engagement and interest. The conclusions of this study not only provide strategic guidance for e-commerce platforms in promoting fresh agricultural products but also offer a new theoretical basis for future research into consumer behavior. It is recommended that e-commerce platforms enhance interaction with consumers, utilize big data and artificial intelligence to analyze consumer behavior, and thus offer more personalized shopping experiences and recommendations. Furthermore, strengthening supply chain management and logistic distribution processes to ensure product freshness and quality is crucial to enhancing consumer trust.