消费者对农产品电子商务物流信任度实证分析摘要我国农产品电子商务领域正在快速发展，与实体商店相比，农产品电子商务企业完成业务必需依赖于物流，消费者对农产品电子商务物流的要求越来越高，农产品电子商务物流已然变成决定消费者是否满意的重要因素。然而，随着农产品电子商务交易量的快速增加，农产品电子商务物流增速却无法赶上农产品电商的增速，农产品电子商务物流反而成为农产品电子商务的短板，导致消费者对农产品电商信任不足，从而陷入客户信任危机。本文首先对影响消费者信任度的因素进行研究，确定电子商务应用、信息技术、信息化管理、物流功能这四个影响因素，以此作为自变量，消费者信任度作为因变量，创新性地引入服务质量这一中介变量，提出假设，建立模型；然后通过调查问卷收集数据；最后用IBMSPSSStatistics19软件对数据进行实证分析，检验假设，从而对原始模型进行修改，构建修改后的概念模型，并为农产品电子商务企业提出合理化建议【关键词】农产品电子商务物流；信任度；服务质量；实证分析AnEmpiricalAnalysisofConsumers'TrustworthinessofE-commerceLogisticsinAgriculturalProductsAbstractChina'sagriculturalproductse-commercefieldisdevelopingrapidly,comparedwiththephysicalstore,electricbusinesstocompletethetransactionmustrelyonlogistics,consumerdemandforagriculturale-commercelogisticsisgettinghigherandhigher,agriculturale-commercelogisticshasbecomeimportanttodeterminewhetherconsumersaresatisfiedfactor.However,withtherapidgrowthofe-commercevolumeofagriculturalproducts,thegrowthrateofe-commercelogisticsofagriculturalproductscannotcatchupwiththegrowthrateofe-commerceofagriculturalproducts.Thee-commercelogisticsofagriculturalproductshasbecometheshortboardofe-commerceofagriculturalproducts,Lackoftrust,andthusintoacustomertrustcrisis.Thispaperfirststudiesthefactorsthatinfluencethetrustofconsumers,anddeterminesthefourinfluencingfactorsofe-commerceapplication,informationtechnology,informationmanagementandlogisticsfunctionastheindependentvariableandconsumertrustasthedependentvariable.TheauthorusestheIBMSPSSStatistics19softwaretoanalyzethedata,testthehypothesis,andthenmodifytheoriginalmodeltoconstructthemodifiedconceptualmodel,andthenusetheIBMSPSSStatistics19softwaretoanalyzethedata.Andforagriculturalproductse-commerceenterprisestoputforwardrationalizationproposals.[Keywords]agriculturalproducte-commercelogistics;trust;servicequality;empiricalanalysis目录一、绪论..................................................................................................................................................1（一）研究背景、目的与意义.......................................................................................................1（二）国内外研究综述..................................................................................................................2二、农产品电子商务物流及消费者信任度的现状...............................................................................3（一）农产品电子商务物流的现状...............................................................................................3（二）电子商务环境下消费者信任度的现状...............................................................................4（三）农产品电子商务物流的问题...............................................................................................5三、模型构建与假设陈述.......................................................................................................................6（一）消费者对农产品电子商务物流信任度的模型...
