부산대학교 도서관

As the development of economy and the continuous improvement of urbanization rate, China is still with the trend of the rapid development of urbanization in the next 10 years, while the consumption on agricultural products has been undergone a lot of changes, three main shopping modes, including supermarkets, traditional markets and emerging agricultural products E-commerce, provide the fresh agricultural products and convenient consumption services for public. In this study, through interview and town watching two kind of survey method, observe and analyze the behavior and attitude of consumers in the three shopping modes, and analyze the factors for purchasing agricultural products in different ways. three shopping methods of agricultural products have their own unique charm, changing people's life with different service modes and driving the development of the city. Instead of blindly pursuing the same service, to follow their original characteristics and analyze consumers' attitudes and behaviors from the overall purchase decision-making process according to different consumer groups, so as to improve the defects during the services and explore the service mode driving urbanization development from the most basic life demand level.