Research On The Construction Of Traceability System Of Cross-Border E-Commerce Agricultural Products Based On Consumer Perspective

In the first half of 2022,the import and export value of cross-border e-commerce accounted for 35% of the total import and export value of China’s trade in goods,about 6.93 trillion yuan.From the perspective of import and export structure,export was significantly higher than import,accounting for 77.47% and 22.53% respectively.In 2022,the online sales volume of domestic agricultural products reached 250.67 billion yuan,up 11% year on year.According to the Report on the Development of Cross-border E-commerce of Agricultural Products(2020-2021),the total import and export volume of cross-border e-commerce of agricultural products in 2020 was 6.34 billion dollars,up 19.8% year on year.It can be seen from this that cross-border e-commerce trade,agricultural trade and cross-border e-commerce agricultural trade show an upward trend.On the one hand,cross-border e-commerce trade of agricultural products is a new growth point of rural economy and a new driving force to stabilize the achievements of poverty alleviation.E-commerce of agricultural products can also promote the self-production and self-sale of rural agricultural products,increase rural income,and prevent the situation of "low grain price hurting farmers".On the other hand,due to the complexity of cross-border e-commerce trade,consumers do not have a deep understanding of the quality of agricultural products.Therefore,a traceability system applicable to the trade of agricultural products in cross-border e-commerce platforms is urgently needed.Therefore,the construction of the traceability system of cross-border e-commerce agricultural products is a topic worth studying.From the perspective of consumers,this paper builds a traceability system for cross-border e-commerce agricultural products,namely B2 C trade,based on multi-dimensional factors that affect consumers’ purchase intention.Firstly,527 valid questionnaires were collected to build a multi-group structural equation model,which explored the influence of 12 latent variables on consumers’ purchase intention under the three dimensions of perceived value,perceived risk and trust of cross-border e-commerce agricultural products,verified the hierarchical distribution of trust,perceived value and perceived risk,and analyzed the indicators of latent variables.excavate the factors that influence each latent variable greatly.Secondly,according to the results of structural equation analysis and practical factors,the index system of cross-border e-commerce agricultural products is constructed,and the weight analysis of the index system is carried out by the principal component analysis method.Finally,based on the constructed cross-border e-commerce traceability system,the feasibility and effectiveness of the system are verified.