Fresh e-commerce has developed rapidly in the past decade. However, compared with the huge number of Internet users and the huge scale of network economy in China, the utilization rate of fresh e-commerce is relatively low and the profit rate is not ideal. Based on the online survey data of 202 experienced consumers and 192 potential consumers, Amos structural equation model is used to empirically analyze the main factors that affect the online purchase willingness of fresh agricultural products of different types of consumers. The results show that: product quality, logistics service quality, online word of mouth and website information quality have significant impact on experienced consumers to varying degrees. Product quality, online word of mouth and logistics service quality have significant impact on potential consumers, but website information quality has no significant impact on potential consumers. On the basis of strictly controlling product quality and improving cold chain logistics system, fresh e-commerce enterprises should strengthen the comparative advantage of online shopping, strengthen the publicity and guidance to consumers, enhance the attraction of fresh agricultural products online shopping to consumers, promote consumers' choice and form online shopping habits.