生鲜农产品社区团购消费者信任缺失现状分析

Analysis on the Lack of trust of fresh agricultural products community group buying consumers

在网络消费中,生鲜农产品社区团购线上购买模式逐渐与民众生活融合。研究认为,生鲜农产品社区团购方式与当下消费者网络消费观念相符合,对当地农业生产具有积极促进作用,但也面临消费端较大流动性、消费者对社区团购平台信任产生缺失等问题。现以消费者信任缺失为探讨点,尝试从生鲜农产品团购平台、生鲜农产品品质、社区团长人际关系等方面展开消费者信任缺失分析,为消费者重建消费信任提供合理化建议。

In online consumption,the online purchasing mode of fresh agricultural products is gradually integrated with people's life.According to the study,the community group-buying method of fresh agricultural products is consistent with the current online consumption concept of consumers,which has a positive role in promoting local agricultural production.However,it also faces problems such as large mobility of consumption end and the loss of consumers'trust in the community group-buying platform.Based on the lack of consumer trust,this paper tries to analyze the lack of consumer trust from the aspects of group-buying platform of fresh agricultural products,quality of fresh agricultural products,interpersonal relationship of community heads,etc.,and provides reasonable suggestions for consumers to rebuild consumer trust.