Research on Influencing Factors of Offline Fresh E-commerce Sales Intention Under the Background of Digital Economy

. Under the background of digital economy, China's industries and Internet industries have also been further integrated. The e-commerce industry has achieved leapfrog development, and the proportion of agricultural products in e-commerce sales is increasing. The characteristics of fresh melons and fruits, such as short preservation period, easy to rot and high requirements for timeliness, restrict the development of e-commerce to a certain extent. Based on the field survey data of 110 silver melon growers in daguanying village, Weifang City, this paper analyzes the willingness and influencing factors of silver melon growers to participate in online sales. The results show that the growers have installed broadband, rich online shopping experience, large planting area, and the online sales price of silver melon is higher than that of offline, which has a positive impact on the online sales intention of silver melon growers, while the planting time has a negative impact on the online sales intention of silver melon growers. Finally, from the three aspects of growers' own situation, characteristics of silver melon industry and infrastructure construction, this paper puts forward countermeasures to improve growers' own literacy, enrich growers' theoretical knowledge and practical experience, cultivate e-commerce talents and establish high-quality silver melon demonstration village.