Corresponding Author

Liangqiang Li

Document Type



What are the key influential factors of consumers’ willingness to purchase fresh agricultural products online? A large number of existing studies indicate that even the same factor has significant inconsistency or even opposite conclusion. Based on this contradiction, this study uses meta-analysis and uniform effect values to analyze the existing researches, and find a more unified conclusion. The results show the degree of self-health concern, the quality, safety and price, online shopping evaluation, the consumers' perceived usefulness, perceived ease of use, and perceived risk in online shopping for fresh agricultural products all have a significant impact on consumers’ online shopping willingness.