Research on Consumer Trust of Fresh Products in O2O Mode

DOI

10.2991/sschd-19.2019.84How to use a DOI?

Keywords

Fresh agricultural products, E-Commerce, Online to offline mode, Consumer trust, Structural equation model.

Abstract

With the wide application of Internet information technology, the E-marketing of fresh agricultural products has been developed rapidly. However, the current situation of small-scale agricultural economy in China determines that the fresh agricultural products are decentralized management, therefore, it is difficult for consumers to effectively obtain relevant product quality guarantees. Moreover, the capital flow and information flow of O2O platform transaction are in a high-risk environment, and there is network security problem. Based on this, this paper will make an empirical study on the influencing factors of consumer trust under the O2O mode, and put forward some suggestions for improving consumer trust.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuchen Zou
AU  - Xiaoting Qu
PY  - 2019/12
DA  - 2019/12
TI  - Research on Consumer Trust of Fresh Products in O2O Mode
BT  - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
PB  - Atlantis Press
SP  - 378
EP  - 384
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-19.2019.84
DO  - 10.2991/sschd-19.2019.84
ID  - Zou2019/12
ER  -