The Affecting Factors of the Online Shopping Behavior of Agricultural Products in Inner Mongolia on e-Commerce - A Case Study of the Douyin Platform

Purpose: This study examines the factors affecting the online shopping behavior of agricultural products in inner Mongolia on e-Commerce - a case study of the Douyin platform. The dependent variable is agricultural products of characteristics purchases, while independent variables are perceived ease of use, trust of Douyin, word of mouth, incentives, and market factors. Research design, data, and methodology: 461 respondents with simple random sampling responded via an online questionnaire with the link or QR code in Tencent WeChat, Tencent QQ, Sina Weibo, etc. The five-Likert scale was employed within the questionnaire. Both descriptive and inferential statistics were used to analyze the data. Results: The findings presented that perceived ease of use, trust of Douyin, word of mouth, incentives, and market factors have a significant effect on the online shopping behavior of agricultural products in inner Mongolia thru an e-Commerce platform. Conclusion: the owners or businesses farmers should pay attention to these factors - word of mouth, incentives, trust of Douyin, market factors, and perceived ease of use, respectively, to sell agricultural products more in the inner Mongolia district