Development strategy of rural e-commerce in the context of new media: construction of traceability system based on improved DPoS algorithm

In response to the shortcomings of cold chain traceability of rural e-commerce products in new media, this paper constructs a rural e-commerce product traceability system based on improving the consensus mechanism of entrusted rights and the Merkle Patricia tree. Firstly, aiming at the shortcomings of the consensus mechanism for entrusted equity, the witness committee model and Shapley value are introduced to select block nodes and allocate node values. It is used to efficiently identify and eliminate malicious nodes, thereby improving the consensus mechanism for entrusted rights. After applying the system proposed in this study, the complaints and negative reviews of rural e-commerce enterprises significantly decreased. The above results demonstrate that the rural e-commerce product traceability system can efficiently and accurately trace the origin of rural e-commerce products, thereby ensuring product quality and promoting the development of rural e-commerce.