Abstract: This paper has constructed a model of factor analysis based on 362 questionnaires of vegetable customers, and studied the key products characteristics that influencing the consumers' purchase decision of fresh agricultural products. The results indicated that there were four common factors influencing consumers' purchase decision of fresh agricultural products as follows: the promoting factor, the quality and safety factor, the price factor and convenience factor. The influence degree of these four common factors on the consumers' purchase decision of fresh agricultural products decreased successively. Based on this the authors put forward the corresponding countermeasures．

Key words: purchase decision, factor analysis, agricultural products, consumers