Research On The Influencing Factors Of Consumers’ Trust In The Safety Of Green Agricultural Products Under The Background Of Online Shopping

In recent years,with the development of China’s economy and society,people’s living standards are getting higher and higher.At the same time,more and more attention is paid to the quality of food.A number of food safety risk incidents and the emergence of the novel coronavirus epidemic have increased people’s concerns about food safety.Green agricultural products,as a trust product with the attributes of daily necessities and high value attributes such as safety and environmental protection,will develop rapidly and with high quality in the future under this situation.At the same time,with the widespread popularity of the Internet and the continuous development of logistics industry,both provide new opportunities for the future development of green agricultural products.Although the online sales of green agricultural products are increasing year by year,compared with other trusted commodities,the online market of green agricultural products has not reached the ideal expectation.This is related to the nature of green agricultural products and online purchase.At the same time,the emergence of "shoddy" green agricultural products on the Internet in recent years also makes people worry and alert,thus affecting consumers’ confidence in green agricultural products.This has not only brought a huge impact on the online green agricultural products market,but also had a profound impact on the development of people and society.Therefore,it is beneficial for the future development of green agricultural e-commerce to discuss the trust problems existing in the online trading of green agricultural products and put forward targeted suggestions.Through collecting and sorting out relevant literature,the classical theory in trust and fine processing based on probability theory,combining previous scholars of green agricultural products online security trust before and institutional analysis,comprehensive green agricultural products online research background,through the platform,platform,external attribute internal classification of discussion,Different types of individual consumers are analyzed and the corresponding theoretical models are established.In addition,SPSS25.0 was used to conduct descriptive statistics and quality check on the collected data,and AMOS24.0 was used to conduct hypothesis path test on the collected data,and hierarchical regression method was used to conduct adjustment utility analysis.The results show that the six attributes both inside and outside the platform have a positive and significant impact on the safety trust of green agricultural products,and the service quality has the strongest impact on the internal attributes of the platform,indicating that the service quality is the core internal attribute of consumers’ perception of the safety trust of green agricultural products online shopping platform.Among the external attributes of the platform,perceived subjective norms have the strongest influence,indicating that perceived subjective norms are the core external attributes of the influencing factors of consumer safety trust in green agricultural online shopping platform perceived by consumers.In the test of regulating utility,consumer price sensitivity has significant regulating effect on some paths.Accordingly,according to different paths,this paper gives relevant management suggestions and inspirations: Suggestions are put forward based on the central path--strengthening the basic service level,improving the information disclosure system,and gradually optimizing the quality of the platform system;Suggestions are put forward based on the edge path--focus on improving the collective reputation of the industry,actively build the website management and control system,and make full use of the influence of social environment;Public segmentation recommendations are made based on price sensitivity.