# Study on the Influence of Consumers' Purchase Intention of Selenium-Rich Agricultural Products
## 5 Results
The proportion of poor and bad parity for selenium-rich  
Figure 12: Consumers’ understanding of organic agricultural products. Figure 13: Consumer trust in organic agricultural products. agricultural products was 11.8% and 5.4%, respectively, which is also small. The questionnaire also designed a question to find what effect consumers think long-term consumption of selenium-rich agricultural products has on health to further analyze consumers' parity of selenium-rich agricultural products. The proportion of consumers who though that the effect was very good and good was 4.8% and 30.1%, respectively, while the proportion who thought that effect was average was 38.7%, and the proportion of consumers who chose some effect and no effect was 17.7% and 8.6%, respectively. In process of evaluating the effect of selenium-rich agricultural products, consumers were conservative, probably because most consumers have not been eating selenium-rich agricultural products for a long time, so they can only make such an evaluation. See Figure 14 below. This paper mainly studied consumers' willingness to buy selenium-rich agricultural products. This question was posed directly in the questionnaire. Of 186 valid samples, 149 people chose to buy, which accounted for 80.1% of the total, and 37 people chose not to buy enough, which only accounted for 19.1% of the total, a small proportion. This shows that, today, with frequent food safety problems, most consumers are willing to buy agricultural products with a high level of safety such as selenium-rich agricultural products. Regarding the problem of the higher cost of selenium-rich agricultural products, 51.6% of consumers were willing to pay a premium of less than 20%, 38.7% chose 20-40%, 3.8% chose 40-60%, no consumer chose 60-100%, and only 5.9% chose not to consider price factors. From the results, it can be seen that more than half of consumers can accept a premium of less than 20%, which is directly related to the consumption level of most consumers. Of course, there are also consumers who do not care about price. On one hand, consumers are more interested in healthy and environment-friendly consumption motives, and on other hand, they are different in consumption levels. See Figures 15 and 16 below. According to statistics on the frequency of consumers buying selenium-rich agricultural products, 17.7% of consumers never bought selenium-rich agricultural products, 76.4% of consumers occasionally bought selenium-rich agricultural products, and only 5.9% of consumers often bought selenium-rich agricultural products. This shows that selenium-rich agricultural products cannot become daily consumer goods for the majority of consumers in the same way as ordinary agricultural products. Only a small number of consumers had the will and ability to regularly consume selenium-rich agricultural products. In addition, the types and quantities of selenium-rich agricultural products on the  
Figure 14: Frequency comparison of consumers’ quality evaluation and effect evaluation of organic agricultural products. market are also very limited, unlike wholesale sales of ordinary agricultural products, so there are fewer consumers who can buy them often. The products and market information of selenium-rich agricultural products are described as follows (Table 4): among consumers, 10.75% chose to buy selenium-rich agricultural products from farmers' markets, while most ordinary farmers' markets do not sell selenium-rich agricultural products, which affects the convenience of buying enough. Therefore, 6.99% of consumers thought it was inconvenient or quite inconvenient to buy selenium-rich agricultural products. In addition, 6.5% of consumers thought that the publicity of selenium-rich agricultural products was very small, and 36.5% of consumers thought that the publicity of selenium-rich agricultural products was relatively small.