Paper Title
Research on Risk Perception and Platform Ease of Use on Consumers’ Willingness to Purchase Fresh Foods Online

Abstract
In order to better understand the characteristics of consumers purchasing fresh foods online and promote the development for online sales of fresh foods, which will help the online sales of agricultural products, increase agricultural output value, and achieve rural digitization. This study investigates consumers' willingness to make online purchases fresh foods through risk perception and platform usability. The results show that consumers' perceived ease-of-use and perceived usefulness of online platforms have a significantly positive relationship with consumers’ willingness to shop online, while consumers' perceived health and financial risks have a significantly negative relationship with their willingness to shop online. This offers valuable references for online platform enterprises or agricultural sale departments can further optimize consumers’ perceived risks to develop the scale of online fresh foods. Keywords: Consumer, Perceived risk, Fresh foods, Online.