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With the continuous progress of science and technology and the improvement of people's living standards, online shopping became an indispensable part of people's lives. Fresh food e-commerce in Guiyang, as a new shopping experience, began to attract consumers' attention due to numerous influencing factors. The research objective of this study was based on the analysis of Guiyang consumer buying intention based on consumption expectation, personal consumption characteristics, perception of online shopping, and perception of fresh food e-commerce website quality. It provided respective suggestions for the improvement fresh agricultural product operations. Sixteen hypotheses were set through distribution efficiency, product price, product freshness, and product quality & safety (consumer expectation); the way of dining, cooking frequency, internet convenience, online shopping method, and online shopping experience (consumer personal characteristics); perceived usefulness, perceived ease of use, and perceived online shopping risk (consumers' perception of online shopping); website information quality, website service quality, website information reliability, and website security (consumers' perception of the quality of fresh food e-commerce websites). The survey was performed in June of 2021, and 394 returned questionnaires were received from Guiyang residents through the WeChat online survey platform. The research results showed factors that had a significant positive impact on consumers' online shopping of fresh agricultural products: dining style, cooking frequency, Internet convenience, online shopping methods, online shopping experience, and consumers' perception of the usefulness and ease of use online shopping.