Research On The Shopping Trust Of Fresh Produce Under E-commerce Environment

Fresh agricultural E-commerce can provide information and service to peasants and suppliers with much lower cost and more convenience, which is a new and important way to fresh produce distribution. Base on fast selling of E-commerce, it can solve selling difficulties for peasants, meanwhile improve income. At the same time, E-commerce can speed up product circulating, which make citizen purchase fresh produce much easier, pushing buying and domestic demands. However, compared with ordinary product, fresh produce has more risks, and trust crisis on fresh produce is becoming more serious. Meanwhile, compared with traditional market, to access the information of the fresh produce with traditional ways such as tasting and touching is much harder for online consumers. For those fresh produce which easily go perishable, non-standard and experienced-oriented, it’s even harder for consumers to build effective online trust. Thus, how to promote consumer trust in fresh produce E-commerce and improve their willing to buy those products is an important issue in E-commerce marketing and agricultural food safety. In order to study the forming process of fresh produce consumer trust, this essay is doing empirical study on consumer trust model in fresh produce, based on institution control for fresh produce websites and the ability of institution control for third party, combined with current situation for fresh produce E-commerce in China, referred to study results and experiences of fresh produce E-commerce at home and abroad.First of all, how institution control influences trust in fresh produce E-commerce is the common problem for both websites and sellers. With TRA and institution trust theories, this essay builds an empirical study model for trust in fresh produce. The study finds out consumer trust in websites and venders not only comes from normal institution control (feedback machine and service promise), but also comes from institution control of the third party (food safety assurance and the traceability system). The latter one has more significant effects. In addition, health consciousness has moderate effects.Secondly, information incomplete and information asymmetry stand in the way of healthy development of fresh produce E-commerce. Thus, based on TPB and Principal-agent theories, this essay study the effect that perceived uncertainty of fresh produce and seller to online decision making process from the angle of uncertainty. Also, this essay study the relationship between trust and perceived uncertainty in the fresh produce E-commerce. It finds out that seller uncertainty has no significant effect in online purchase attitude. However, it has significant negative effect in perceived behavior control. Meanwhile, it confirms past research in the relationship between perceived uncertainty and perceived behavior control. Because of high level product uncertainty, consumers will significantly reduce positive attitude on online purchase.Thirdly, find out the influencing factors of online trust and perceived uncertainty in fresh produce e-commerce can help vendors promotes consumers’purchase intention. Based on the valence framework and institution trust, this study builds a risk-benefit research model and empirical test the model in SEM. The result implying that institution control,website reputation,the consumers’ food safe concern would positive affect consumer trust and negative affect consumer’s perceived uncertainty, final influence consumers’ purchase intention. Also, the website’s institution control has not significant effect on the perceived uncertainty.Finally, the main purpose and goal to study trust in fresh produce E-commerce is to find out the solution of low trust on fresh produce. Therefore, this essay provide ways of how to promote trust for websites and the third party, based on case study of JSY company in Wuhan. The main strategies include:to help agricultural food standard working, find out ways to test quality of agricultural food, complete laws and regulation, build institution control for fresh produce websites and guide more people to access fresh produce E-commerce knowledge.