The Mechanisms & Optimization Strategies for Building Consumer Trust in Agricultural E-commerce Live Streaming

This article delves into the mechanisms and optimization strategies for building consumer trust in agricultural e-commerce live streaming in China. E-commerce live streaming has emerged as a novel and effective business model for promoting agricultural products, especially after three years of the pandemic. However, building and maintaining consumer trust remains a critical challenge in this rapidly evolving industry. This study synthesizes existing literature and empirical studies to identify key factors influencing consumer trust and discusses strategies to enhance trust in agricultural e-commerce live streaming. The findings suggest that consumer trust can be effectively built through host credibility, product quality, platform reliability, and interactive engagement. Optimization strategies include enhancing host training, strengthening product quality control, improving platform features, and leveraging data analytics for personalized marketing. This research aims to provide actionable insights for stakeholders in the agricultural e-commerce live streaming industry to foster a more trustworthy and engaging shopping experience for consumers.