The Impact Of Information Integration In Fresh Produce Supply Chains On Consumer Trust

Fresh agricultural products are a high-frequency consumer category related to people’s livelihoods.With the frequent occurrence of quality and safety accidents in agricultural products in recent years,agricultural development not only requires quantity assurance but also quality improvement.The academia has put the idea of solving the problem of fresh agricultural products on the supply chain thinking,and the management of information flow in the supply chain management is very important.Only the integration of fresh agricultural products supply chain information can improve the operation efficiency of the supply chain.Due to the fact that the information composition in the supply chain of fresh agricultural products is more complex than that of general supply chains,and the quality information of fresh agricultural products is also a key factor affecting consumer purchasing decisions,only by integrating the information on the chain and achieving efficient transmission of information in transaction choices can we better manage the information asymmetry in the market,so that consumers can perceive the value of information and convert it into trust,Promote the healthy and orderly development of the fresh agricultural product market.In this context,based on the perspective of consumers,this paper attempts to study the information integration of fresh agricultural supply chain.Based on the classification of information attributes in the supply chain of fresh agricultural products,the difference of consumers’ information value perception under different types of information is studied,and then the influence of different information attributes on the perceived value and trust of consumer information in the supply chain is constructed.This paper collects a total of 537 valid questionnaires,uses SPSS26.0 and SmartPLS3.0 for data analysis,explains the effect and path of fresh agricultural supply chain information integration on consumer trust according to the results of hypothesis testing,discusses the mediating role of information perception value and the moderating role of trust tendency,and then makes suggestions to promote consumer behavior practice.The research results indicate that:firstly,the three information attribute dimensions of the integration of fresh agricultural product supply chain information,namely search product attributes,experience product attributes,and trust product attributes,positively affect consumer trust,and the influence intensity of trust product attributes is higher than that of search product attributes and experience product attributes.Information acquisition is an important condition for eliminating market uncertainty,and consumers will make purchasing decisions based on the obtained information,resulting in trust;Secondly,the perceived value of information plays a partial mediating role between supply chain information integration and consumer trust.Only when consumers perceive the value of information released by end channel providers can they make behavioral decisions;Thirdly,in the mechanism of the impact of perceived value of information on consumer trust,trust tendency plays a positive moderating role.When consumers have a high tendency to trust,they are more likely to perceive the value of information,which in turn generates trust.Based on the empirical research results,this paper puts forward targeted management suggestions for the main body of fresh agricultural product information integration:first,in the process of supply chain information integration,government departments play two roles:first,as a regulatory department,they should formulate integration plans;The second is to provide guarantee and support for channel information integration as a national manager.Second,supply chain node enterprises,as the main body of information integration,play a key role in information integration,so they should actively cooperate with information integration.Third,channel terminal supermarkets and agricultural wholesale markets,as terminal publishers of information,are directly oriented to consumer groups,and should accurately control consumer demand,and do a good job in information release and information demand recovery.Fourth,consumers,as the recipients and users of fresh agricultural product information,are also important participants and ultimate beneficiaries of supply chain information integration,and should also play their own active role.