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Abstract
Online purchase has been becoming popular and creating the changes of consumption behavior in current years. It has contributed to transferring from traditional trade to ecommerce. This study aims to determine demand of consumers in online purchase of agricultural products and accessibility to online shopping channels. The study was conducted in Hue city through interviewing 132 consumers by structure questionnaire and collecting related secondary information. The research findings showed that consumers have actual demand for online purchase of agricultural products and this demand tends to increase. Online purchase of agricultural products is implemented by three online shopping channels including social network, e-commerce platform and separate websites system of providers. The differences in characteristics of consumer groups lead to the differences in the demand for online purchase of agricultural products, as well as the methods to access this form.