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| Analysis of Factors Affecting Consumer Trust in E-commerce of Fresh Agricultural Products: Taking the Example of Fruits |
| LIN Jiabao, ,LU Yaobin |
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Abstract Lack of consumer confidence has restricted the sound and rapid development of e-commerce of fresh agricultural products. How to break through consumers trust crisis and enhance their trust in e-commerce of fresh agricultural products is a problem demanding prompt solutions in the development process of e-commerce of fresh agricultural products as well as a difficult problem in the current research. Based on this, taking fruits as the representative fresh agricultural products, this study builds a model of factors affecting consumer trust in e-commerce of fruit considering from three aspects as product features, service qualities and consumer characteristics and analyzes the effects of fruit quality, perceived value, logistics service quality, web design quality, communication and trust propensity on consumer trust. The SPSS and PLS-Graph software are adopted to conduct empirical analysis whose results indicate that fruit quality, perceived value, logistics service quality, web design quality, communication and propensity to trust all have positive effects on consumer trust, among which the effects of fruit quality and perceived value outweight that of the others. The research results have important theoretical and practical value to improve consumer trust in fruit e-commerce firms and promote the rapid and sound development of fruit e-commerce.
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Received: 28 October 2014
Published: 15 May 2015
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Corresponding Authors:
LIN Jiabao
E-mail: linjb@scau.edu.cn
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2015, Vol. 
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