Research On The Influence Of Word-of-mouth On Consumer's Initial Trust Of E-commerce Of Fresh Produce

Since 2012,China's E-commerce of fresh produce has developed rapidly.By 2017,the scale of market transactions has reached 139.13 billion.However,the overall market scale of China's fresh industry is over 10 trillion yuan,which means that the share of E-commerce of fresh produce is only about 1%.Therefore,the future for theE-commerce of fresh produce also has much room for development.However,fresh products are fragile,perishable and non-standard,which makes it difficult to display its characteristics just by words or pictures.So the potential consumers may perceive the risk of purchase,thereby losing confidence and eliminating purchase intention.In this case,the emergence of word-of-mouth(WOM)may break the ice by providing more valuable information to potential consumers,which will help potential consumers to deepen their understanding of products and services,overcome their distrust and ultimately promote their purchasing behavior.This study focus on the impact of WOM on the initial trust of consumers on the E-commerce of fresh produce,and introduce perceived risk as a mediator variable to explain this process.First,it has an overall understanding by literature review and case study about the Tmall.Second,it puts forward the hypothesis and establishes the theoretical model.Then,the questionnaire is designed and distributed.Finally,it uses SPSS software to analyze the data and verify the hypotheses put forward before,thereby drawing the conclusion.The empirical research results verify the positive influence of WOM on the initial trust and the mediating effect of perceived risk.It also proves that the quality is the most influential one among the four dimensions of WOM.Based on the conclusion,five suggestions are put forward for the fresh E-commerce enterprises: paying attention to the WOM,controlling the quality of WOM,maintaining the number of WOM,focusing on the timeliness of WOM,and strengthening the information display.May this study provide some ideas for further research and inspiration for the WOM management of fresh E-commerce.