城市居民生鲜农产品渠道终端选择行为分析

he paper analyzes the decision behaviors of the townsfolk on the terminal channels of the fresh agricultural products from the angles of economic rationality and non-rationality, and use the method of giving certain effective increase quantity on the non-rationality factors when discussing the influence of non-rationality factors on consumer’s decision behaviors. then, it inquiry into the countermeasures on the management of the agriculture terminal channels.