Research On Factors Of Consumer Trust In Fresh Electronic Commerce

In recent years,the various walks of life are joining the internet.Fresh product market has become the "blue sea" of the further development of e-commerce enterprises.Many integrative e-commerce enterprises are introducing fresh product,and vertical e-commerce enterprises of fresh products emerge constantly.However,the situation of fresh e-commerce is not optimistic.Permeability and earnings ratio of fresh e-commerce are very low,and the problems of food quality and safety,consumption habits and user experience hinder the development of fresh e-commerce.Consumers have less confidence when they buy fresh products online.Therefore it is the key to improve consumers' trust in the long-term development of fresh e-commerce.This paper takes consumer as the research object,explores the factors influencing consumers' trust.Based on the theory of consumer behavior,service quality theory and the related literature summary,the paper defines the concept of fresh products,fresh electronic commerce and the consumers' trust,and analyzes the factors of consumer trust in fresh e-commerce.The factors include five categories of fresh products,services,websites,businesses,and consumers features.This paper constructs a model of the factors of consumer trust,and uses the SPSS19.0 for data analysis including reliability and validity,difference analysis,relevant analysis,regression analysis and adjustment effect analysis.This paper explores the relationship between various influencing factors and consumer trust,the regulating effect of trust tendency,establishes the regression equation of consumers' trust,and puts forward relevant management advice.The empirical study results show that product quality,product category,customer services,logistics service,website institution,business scale have significant positive influence on consumers' trust in electronic commerce.But website design has no significant impact on consumer trust in electronic commerce;The trust tendency has a significant regulating effect on the relationship between the website institution,business scale and the consumers' trust,and there is no significant regulation effect on the other factors;There is no significant difference in the gender,age and education,but there is a significant difference in monthly income,indicating that the higher the monthly income,the higher consumer trust evaluation.There is no significant difference between product quality,product category,customer service,logistics service,website rule,business scale in gender,age,education degree and monthly income.