电商消费者信任影响因素及对策研究——以蜂蜜电商为例

Research on Influencing Factors and Countermeasures of E-Commerce Consumer Trust—Taking Honey E-Commerce as an Example

摘要: 通过互联网进行购物时，非确定性和高风险性是与便利性共存的。蜂蜜具有“经验品”属性，需要多次购买才能判断品质优劣。通过运用制度逻辑、消费者决策风格、信任机制、柠檬效应等相关理论，对蜂蜜电商进行案例研究，发现：消费者的决策风格和信任倾向、电商平台的制度、卖家的企业形象、包装配送和产品品质都是影响消费者信任的因素；蜂蜜市场存在“柠檬效应”。

Abstract: When shopping through the Internet, uncertainty and high risk coexist with convenience. Honey has the attribute of an “experience product” and needs to be purchased many times to judge the quality. Through the case study of honey e-commerce by using relevant theories such as institu-tional logic, consumer decision-making style, trust mechanism and lemon effect, it is found that consumer decision-making style and trust tendency, e-commerce platform system, seller’s corpo-rate image, packaging and distribution and product quality are all factors affecting consumer trust; There is a “lemon effect” in the honey market.