An Exploratory Case Study of Consumer Trust in Fresh Agricultural Products

The low level of consumer trust has become the main problem that restricts the development of the e-commerce industry of fresh agricultural products in China. Based on the in-depth investigation and analysis of a typical regional fresh agricultural products platform, this paper discusses the internal mechanism of how to solve the problem of customer trust of fresh agricultural products based on the O2O model in the Internet era. Case analysis shows that in the context of consumption upgrading, the combination of spiritual and cultural consumption experience and product quality consumption experience is conducive to the improvement of overall consumption experience level and an effective way to build core competitiveness. Improve the customer consumption experience of fresh agricultural e-commerce enterprises through the O2O model to gain customer trust.