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 IBM SPSS Statistics 19 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An Empirical Analysis of Consumers' Trustworthiness of E-commerce Logistics in Agricultural ProductsAbstractChina's agricultural products e-commerce field is developing rapidly, compared with the physical store, electric business to complete the transaction must rely on logistics, consumer demand for agricultural e-commerce logistics is getting higher and higher, agricultural e-commerce logistics has become important to determine whether consumers are satisfied factor. However, with the rapid growth of e-commerce volume of agricultural products, the growth rate of e-commerce logistics of agricultural products can not 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 trust, and thus into a customer trust crisis.This paper first studies the factors that influence the trust of consumers, and determines the four influencing factors of e-commerc...
