A Study of Factors Influencing Agricultural Product Consumption from the Perspective of New Media: An Investigation Based on Shandong Province.

At the advent of the information revolution, the information processing capabilities of computers and internet technology have greatly changed people's shopping concepts and consumption patterns. At present, consumers have shown a high interest in purchasing the necessary products through new media channels. The sales and consumption of agricultural products are closely related to people's health and safety. According to market data, agricultural e-commerce currently does not have obvious advantages in profitability. Therefore, with the aim of exploring ways to promote agricultural product consumption behavior, relevant data is collected by distributing a Likert 5-level survey questionnaire online, Constructing a structural equation model to reflect the influencing factors of consumer online purchase of agricultural products in the new media environment, using SPSS to test the reliability and validity of the sample, selecting Amos to verify the model and hypotheses, it was found that the purchasing environment, new media communication, and perceived behavioral control can indirectly and positively affect consumer willingness, while quality value and emotional value will directly and positively affect purchasing intention, The risk cost will have a direct negative impact, and these latent variables are also constrained by precursor factors