A Study on Agricultural Traits and Consumer Traits of EC in China

Recently, the e-commerce market for China’s agricultural products began to start, at the same time, its scale has continued to expand. The most effective channel for the sales of agricultural products is direct trading, which can reduce the process of intermediate circulation, so the consumers can purchase products at relatively low prices, and producer can sell their products at higher prices. we can notice that the impact of the characteristics of e-commerce in agricultural products and the consumer characteristics on the repurchase intentions research. In order to verify the assumption proposed in this research, taking the consumers who had experience in the use of Chinese agricultural product e-commerce as the objects, an online survey was conducted from March 10, 2018 to April 2, 2018. Finally, there were 378 questionnaires are collected. In the characteristics of agricultural product e-commerce, all of the rapidity, economy, reliability, and freshness have a positive impact on the satisfaction degree. self-efficacy, personal innovation, and interaction in consumers’ characteristics have a positive effect on the consumers’ satisfaction degree. satisfaction degree has a positive effect on the intention of repurchase.