Moderating Effects of Agricultural Product Category Characteristics on Consumers' Online Shopping Intention.

Based on the Technology Acceptance Model, this paper explores the relationship between consumers’ online shopping perceived usefulness and online shopping intention, as well as the Tripartite for the five agricultural product characteristics, including price perception, purchase frequency, familiarity, thinking time and involvement. Experiment with two scenarios of high and low online shopping perceived usefulness is designed to test the hypothesis. Nine hundred sixty sample subjects’ data are collected. The structural equation model is used to empirically test the variable regulation effect involving three groups of comparisons. The study finds that consumers’ online shopping perceived usefulness has a positive effect on online shopping intention. Five agricultural product characteristics play a moderating effect in regulating this relationship. The tripartite of agricultural product characteristics have statistically significant differences as a moderator variable.