Low-level website service quality restricts the consumer's willingness to buy, leading to the plight of sailing of fresh agricultural products, "applauded but difficult ". Based on the D & M model and the service quality model, this paper constructs the model of "website service quality, customer perceived value and online purchase intention", and discusses the mechanism of the service quality of fresh shopping website on customer purchase intention. The results show that the system accessiblity of web service quality affects the purchasing intention of online through the perceived utilitarian value, and the information diversity and the of service quickness affect the purchasing intention of online by perceived hedonic value. What’s more, hedonic value has a greater impact on online buying intention than utilitarian value. The conclusion of the study provides an effective way to improve the service quality of the website.