ABSTRACT

Geographical indications are an effective factor for increasing the added value of agricultural products. Chinese fresh food e-commerce is now the main channel for agricultural product sales, and the leading company dominate the sales share of more than 90% of agricultural products; With the assistance of a fresh food e-commerce commission of the online shopping association, this research conducted a survey through mobile phone WeChat on the list of companies operating fresh food e-commerce businesses across the country, and found a technology acceptance model ( TAM) is suitable for B2B purchasing intention research of fresh food e-commerce purchasing managers. Perceived value is still a significant mediating variable that affects purchasing managers' purchasing decisions. In addition to perceived usefulness, other factors such as perceived ease of use and perceived innovation for perceived value of intermediate variables.It has a significant impact on the willingness to purchase and the premium payment price. The findings of this study are consistent with industry practice cases and have innovative contributions to theoretical guidance and verification of practice.