摘要
信任是市场交易得以顺利实现的核心要素,农产品电商直播兴起的本质,在于突破了传统电商信息交互不足的瓶颈,从而降低了交易的信息不对称,提高了消费者的信任水平。本文以“有公信力的第三方主体+企业+电商平台”“一般性主体+企业+电商平台”两类农产品电商直播模式为研究对象,运用结构化案例研究方法,依据信息经济学之信任与市场交易关系的理论框架,从中介能力视角,论证了农产品电商直播交易中消费者信任的形成机制。研究发现,直播中介的身份特征和在线社会关系网络属性,使得农产品电商直播交易模式比传统农产品电商交易模式在降低信息不对称、提高质量保障、加强供应链管理3个维度上具有更突出的能力,而这些能力的提升能够强化消费者信任。具体而言,农产品电商直播以直播中介主体为信息传导纽带,通过信息交互交换机制降低信息不对称,通过声誉效应机制为农产品提供质量背书,通过信号传递机制向消费者表明农产品供应链管理能力,从而建立起三位一体的交易信任体系。最后,提出了促进农产品电商直播可持续发展的相关建议。
Trust is the core element for the smooth realization of market transactions.The essence of the rise of E-commerce live streaming of agricultural products is to break through the bottleneck of traditional E-commerce information interaction,thereby reducing the information asymmetry of transactions and improving consumer trust.This paper takes“credible third party+enterprise+E-commerce platform”model and“general subject+enterprise+E-commerce platform”model as the research objects,and uses structured case study methods to demonstrate the formation mechanism of consumer trust in E-commerce live streaming of agricultural products from the perspective of transaction intermediary capabilities based on the theoretical framework of the relations between trust and market transaction of information economics.The study finds that because of the identity characteristics and the attributes of the online social relationship network of the live broadcast intermediary,E-commerce live streaming of agricultural products has more prominent capabilities than the traditional E-commerce in reducing information asymmetry,increasing quality assurance,and strengthing supply chain management.And the enhancement of these capabilities can strengthen consumer trust.The study also finds that E-commerce live streaming of agricultural products mainly uses the live streaming intermediary as the information transmission link,reduces information asymmetry through information mechanisms,provides quality endorsements for agricultural products through reputation mechanisms,and stimulates consumers to recognize merchants’agricultural supply chain management capabilities through signal transmission mechanisms,thus establishing a trinity trust system.Finally,relevant suggestions to promote the sustainable development of E-commerce live streaming of Agricultural products are proposed.
作者
熊雪
朱成霞
朱海波
XIONG Xue;ZHU Chengxia;ZHU Haibo
出处
《南京农业大学学报（社会科学版）》
CSSCI
北大核心
2021年第4期142-154,共13页
Journal of Nanjing Agricultural University(Social Sciences Edition)
基金
国家社会科学基金一般项目“电商价值链下小农户生产与现代农业有机衔接的机理与路径优化研究”(19BJY138)。
关键词
电商直播
消费者信任
信息不对称
质量背书
农产品供应链
E-commerce Live Streaming of Agricultural Products
Consumer Trust
Information Asymmetry
Quality Endorsement
Agricultural Product Supply Chain
