The online shopping doesn't require physical transactions, nor do consumers directly face the goods. It is difficult for consumers to identify the quality of the goods. Additionally, there are personal information, privacy and security that cause risk and trust issues. Agricultural products are difficult to standardize and perishable, thus causing consumers to be more concerned with the comparative handling of organic goods by the online businesses. The study explores consumers who have purchased organic fruits and vegetables on the Internet. The study found that the information content of the organic fruit and vegetable website is complete, the website interface is convenient to use, the service is provided and the security is ensured, the consumer's trust will increase, and the perceived risk will reduce, resulting in increased purchase intention. According to the result, this study recommends that private enterprises can intensify the information content of the website, provide reliability, promptly, and a method of safe purchase transactions.