Analysis on the Influence Factors of Peasant Household's Online Shopping Based on Jiaozuo City Henan Province

Abstract

Online shopping is becoming an irreplaceable shopping pattern with the ever-lasting high speed development of the information age. With the aim to explore the influencing factors of the peasants' shopping behaviors on household items, the reasonable purchasing models have been established with the base on the analysis of survey data. With the empirical analysis of the scale analysis data from six villages in Jiaozuo city Henan Province, this paper illustrated the data processing firstly. Taking the reliability and validity into account, this paper carried out the correlation analysis and path analysis and finally the S-O-R model and regression model was established. Some reasonable suggestions for expanding the scale of peasants' consumption via the Internet were put forward as the conclusion.