Abstract: [Abstract] there are many factors that affect consumer buying decision, the development of chain supermarket of agricultural products. understand and resolve these issues favorable to promote the development of agricultural supermarket chains. Therefore, this article attempts to obtain data on a random sample survey of consumers in Changsha, developed 19 factor, by screening identified 16 factors have a significant impact; then use structural equation (SEM) and R-type cluster analysis demonstrated 16 factors on agricultural supermarket chains buy influence decisions. And as a basis for the development of agricultural supermarket chain made a series of constructive suggestions, provide reference to enhance the management level and competitiveness of agricultural supermarket chains.

摘要： [内容摘要]农产品连锁超市的发展中还存在诸多影响消费者购买决策的因素，了解和解决这些问题有利推进农产品连锁超市的发展。因此，本文试图通过在长沙市消费者中随机抽样调查取得数据，拟定了19个影响因子，经筛选确定16个因子具有显著影响；然后运用结构方程（SEM）和R型聚类分析法论证了16个因素对农产品连锁超市购买决策的影响力。并以此为依据针对农产品连锁超市的发展提出了一系列建设性意见，为提升农产品连锁超市的经营管理水平和竞争能力提供参考。