# Study on the Influence of Consumers' Purchase Intention of Selenium-Rich Agricultural Products
## 5 Results
In terms of the proportion of people, because government or dealers give little publicity to selenium-rich agricultural products, some consumers did not understand the functional characteristics of selenium-rich agricultural products, which also affects consumers' purchase intentions to a certain extent. See Figure 17 below. Figure 16: Premium acceptable to consumers. Figure 15: Consumers’ willingness to purchase organic agricultural products. This paper used logistic regression analysis to process and analyze the questionnaire data of consumers' willingness to purchase selenium-rich agricultural products, and obtained the following conclusions: (1) According to the data processing results, the proportion of consumers who have a purchase intention for selenium-rich agricultural products has reached 80.1%, which is basically consistent with the proportion of 82.3% who actually exhibit purchase behavior (occasional purchase and frequent purchase). However, only 5.9% of consumers often buy selenium-rich agricultural products, indicating that the purchasing power of consumers for selenium-rich agricultural products is insufficient, and the development of the selenium-rich agricultural products industry needs to be further promoted. (2) Consumers' attitude towards selenium-rich agricultural products has an impact on consumers' willingness to buy selenium-rich agricultural products. The more positive consumers' attitudes towards selenium-rich agricultural products, the stronger the willingness to purchase. However, in the actual survey, only 8.6% of consumers expressed relative or great trust, and 14.5% of consumers thought selenium-rich agricultural products were relatively good or very good. Consumers' low trust and evaluation of selenium-rich \begin{table}
\begin{tabular}{c c c c c c} \hline \hline  & \multicolumn{5}{c}{**Purchase Channel**} \\ \cline{2-6}  & **Farm Product Market** & **Supermarket** & **Exclusive Shop** & **Online Store** & **Other** \\ \hline Number of people & 20 & 135 & 22 & 5 & 4 \\ \hline Proportion & 10.75\% & 72.58\% & 11.83\% & 2.69\% & 2.15\% \\ \hline \multicolumn{6}{c}{Convenience} \\ \cline{2-6}  & Inconvenient & Not very convenient & Commonly & Quite convenient & Very convenient \\ \hline Number of people & 13 & 73 & 70 & 30 & 0 \\ \hline Proportion & 6.99\% & 39.25\% & 37.63\% & 16.13\% & 0\% \\ \hline \multicolumn{6}{c}{Publicity} \\ \cline{2-6}  & Very small & Small & Commonly & Large & Very large \\ \hline Number of people & 12 & 58 & 100 & 14 & 2 \\ \hline Proportion & 6.5\% & 31.19\% & 53.76\% & 7.53\% & 1.08\% \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Statistical table of consumers’ description of organic agricultural products and market conditions. Figure 17: Consumers’ purchase frequency of organic agricultural products. agricultural products directly lead to low willingness to purchase selenium-rich agricultural products, which affects the market development of selenium-rich agricultural products, and consumers' trust in selenium-rich agricultural products needs to be further improved [45]. (3) The family characteristics of consumers influence consumers' purchase of selenium-rich agricultural products. Consumers' family size, whether there are old people or children in the family structure, family income and purchase intention have an impact on consumers. The larger the family size, whether there are old people or children in the family, and the higher the family income, the stronger the consumers' willingness to purchase selenium-enriched agricultural products. (4) Consumer health and environmental motivation factors have an impact on consumers' willingness to purchase selenium-enriched agricultural products. Consumers' environmental and health motivation factors include consumers' concern for their own and their family's health, concern for environmental protection and concern for food safety. The higher the consumer's concern, the stronger the willingness to purchase selenium-rich agricultural products.