关键词: 生鲜农产品电商, 信息不对称, 质量信息, 质量信任, 模式重构

Abstract: In order to effectively alleviate the quality information crisis of fresh agricultural products, increase the profitability of fresh agricultural products e-commerce, and break through the bottleneck of high-quality development of fresh agricultural products e-commerce, based on the relationship between the quality and information of fresh agricultural products, using the theory of quality information transmission in information economics, the origin of the quality information of fresh agricultural products is analyzed from the information asymmetry between the supply and demand of fresh agricultural products e-commerce. This paper puts forward three problems existing in the e-commerce mode of fresh agricultural products, namely, the limited transmission of quality information of fresh agricultural products, the “black box” of quality information in the supply chain, and the imperfect screening mechanism of quality information. This paper reconstructs the e-commerce model of agricultural products from the production, circulation and consumption links, and proposes that the production links should be transformed from scattered small farmers to highly organized agricultural cooperatives. The circulation links should be transformed from mainly transmitting the characteristic information of fresh agricultural products search products and experience products to mainly transmitting the characteristic information of fresh agricultural products trust products. The consumption links should be transformed from passive consumers mode of information transfer from receiving information to active production of consumers.

Key words: fresh agricultural products e-commerce, information asymmetry, quality information, quality trust, mode reconstruction