Study on The Influencing Factors of Consumer's Trust in Online Meat Products
[Objective]To explore ways to enhance consumer trust in meat products e-commerce consumption through studying the influencing factors of consumer trust in online meat products.[Method]By constructing a 3D trust model,based on the survey data,the structural equation modeling (SEM) is used to study the influencing factors of consumer trust and the relationship between each factor.[Result]Product information,positive online reviews,service quality,brand reputation,regulations,personal characteristics,product quality and delivery methods have significant positive effects on consumer trust in online meat products.[Conclusion]The trust of e-commerce consumers of meat products depends on many factors,among which product information,positive online comments,service quality and brand reputation are more obvious,various measures should be taken to enhance the trust of consumers,so as to enhance the willingness of consumers to buy meat products,promote the healthy development of e-commerce consumption.
万方数据
维普
