电商扶贫下农产品直播的消费者信任问题分析——以衢州市为例

Consumer Trust in Live Broadcast of Agricultural Products under E-commerce Poverty Alleviation--Taking Quzhou City as an Example

作为传统农产品销售的升级模式,信任是农产品直播最大的优势和红利,消费者信任由感知价值、善意信任、能力信任、熟悉程度等4个方面构成。直播电商凭其互动性强的优点成为农民销售农产品、脱贫致富的有效手段,在掀起新一轮农村电商革命的同时也存在着许多隐患,近来频发的农产品安全事故问题使其面临消费者失去信任的危机。通过对影响消费者信任因素的分析,发现性别、年龄、月收入等个体特征以及购买频次和品质认可等行为特征与信任度呈正相关关系。要综合多方面因素,提升产品质量、改善配套环境、打造区域品牌、加强人才培养,最后重获消费者信任,促进农产品直播的长远发展,助力乡村振兴。

As the upgrading mode of traditional agricultural products sales,trust is the biggest advantage and dividend of agricultural products live broadcast.Consumer trust consists of four aspects:perceived value,goodwill trust,ability trust and familiarity.With its advantages of strong interactivity,direct-broadcast e-commerce has become an effective means for farmers to sell agricultural products and get rid of poverty.While launching a new round of rural e-commerce revolution,there are also many hidden dangers.Recently,frequent agricultural product safety accidents make it face the crisis of losing the trust of consumers.Through the analysis of the factors affecting consumer trust,it is found that individual characteristics such as gender,age,monthly income and behavioral characteristics such as purchase frequency and quality recognition are positively correlated with the trust degree.Various factors should be integrated to improve product quality,improve supporting environment,build regional brands,strengthen talent training,and finally regain the trust of consumers,promote the long-term development of live agricultural products,and help rural revitalization.