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Fresh agricultural products e-commerce has become an important way of agricultural products consumption, but China’s fresh agricultural products e-commerce is still in its infancy. It is urgent to find out the influencing factors of fresh agricultural products consumers’ online purchase intention for the development of fresh agricultural products e-commerce. This paper extracts the main factors affecting consumers’ online purchase intention of fresh agricultural products by text mining of 5958 online review data of Tmall Fresh Channel. On this basis, the multiple linear regression model is used to analyze the key factors affecting consumers’ intention to purchase fresh agricultural products online. The results show that the factors that consumers pay attention to mainly include product quality, service quality and perceived quality. In addition to appearance, price, product description reliability, distribution service quality and competitors, other factors have a significant impact on consumers’ online purchase intention and the impact is positive. This study expands the breadth and depth of the research on the influencing factors of fresh agricultural products consumers’ online purchase intention, and also provides targeted suggestions for enterprises to improve products and services, and promotes the healthy development of fresh agricultural products e-commerce.
Zuo et al. (Sun,) studied this question.