Research on Consumer Trust of Fresh Products in O2O Mode

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.