Online shopping has soon become a daily habit of Vietnamese people who are familiar with local specialty agricultural products, packages of rural areas traveling, and field trips. It is highly necessary to have a suitable E-commerce model which creates a modern business channel to develop the rural economy and fulfill the dream of Tam Nong policy in the new era. In this research, we carry on a comprehensive studying of the online purchase behavior of agricultural products to define the rural E-commerce model based on the O2O ones combining key factors such as agricultural specialties and local educational experience services in Vietnam. Our analysis has been implemented by investigating 700 households all over Vietnam and we have received 439 responses and 366 qualified ones are encoded, analyzed and hypothesis verified. These collected data have been analyzed by SPSS 25 and AMOS 24. Structural equation modeling (SEM) is used to examine the correspondence of the model and hypothesis verification. The result showed that the online purchase intention through the O2O E-commerce model is affected by the awareness of the product's usefulness, customer's attitude as well as the habit and beliefs on using high-quality agricultural products and good logistics services. Moreover, the result also indicated that the added service – local educational experience (derived from agricultural specialties’ supply source) has risen the Vietnamese's belief and logistics management also help to promote customer trust, therefore researching solutions to apply big data technology can help reduce distribution costs, improve efficiency, enhance the competitiveness and service quality of O2O rural e-commerce logistics management.

rural O2O E-commerce, educational experience, behavior, intention, belief, big data.