Evaluation of online purchase frequency of fresh agricultural products from the perspective of BP neural network

Abstract

Based on the specific needs and psychological characteristics of consumers’ online purchase behavior, combined with the specific characteristics of fresh agricultural products exhibited on the E-commerce platform, the factors affecting consumers’ purchase frequency of fresh agricultural products on the E-commerce platform were analyzed, then, an evaluation index system of consumers’ purchase frequency was established, and calculated using BP neural network algorithm. The results showed that consumers’ purchase frequency of fresh agricultural products on the E-commerce platform was mainly affected by their repeated purchase mentality, and the commodity quality and service level provided by the E-commerce platform had a significant influence on the overall consumer satisfaction, which in turn would affect consumers’ repeated purchase behavior. The attitude of customer service staff and the logistics system service adopted also had a certain impact on consumers’ choice of repeated purchase behavior. The three functioned together to influence consumers’ purchase frequency of fresh agricultural products on the E-commerce platform.

Subject Classification:

• MSC2010
• 91B99

Keywords:

• BP neural network
• Fresh agricultural products
• Purchase frequency
• Evaluation index