중국 농산물 전자상거래에서 물류기능이 소비자들의 신뢰도에 미치는 영향

The Effect of Agricultural Products Electronic Commerce Logistics on Consumer trust in China

China’s agricultural products e-commerce field is developing rapidly, compared with the physical store, Electronic business has the ability to speed up transactions in logistics in view of the rapid growth of volume of agricultural products. In fact, the growth rate of e-commerce relative to the logistics of agricultural products cannot catch up with the growth rate of e-commerce of agricultural products. The e-commerce logistics of agricultural products has become the short board of e-commerce of agricultural products, Lack of consumer trust. This paper first studies the factors that influence the trust of consumers, and determines the four influencing factors of e-commerce application, information technology, information management and logistics function as the independent variables and consumer trust as the dependent variable. The author uses IBM SPSS21 software to analyze the data, test the hypothesis, and then modify the original model to construct the modified conceptual model, And put forward reasonable proposals for agricultural products e-commerce enterprises.