China's agricultural product quality is not bad, but the reliability of consumers is not high. The reason is that consumers are influenced by a series of vicious quality incidents in the past, and thus have cast doubt on the quality of domestic agricultural products. To improve consumer confidence,it is of great importance to deepen the structure reform from the agriculture supply side,adjust the product structure and enhance product quality.Furthermore,it is also necessary to implant full of consumption experience on the supply side of agricultural product to let consumers know the story behind the product, breeding base, harvest experience, logistics experience, quality trace-ability and supply chain visualization,in order to let consumer understand the actual situation of the quality and safety of agricultural products,to eliminate consumers' "insecurity" and "crisis of confidence" on agricultural products. Therefore, a C2B2B2C model is constructed, which is implanted consumption experience based on consumer sovereignty that fragmented consumers polymerize into a food community with social groups based on their geographical proximity through internet, fragmented producers polymerize into a large-scale production base through cooperatives and other organizations, food community and production base dock the production and sale through e-commerce platforms,e-commerce platforms set up adequate consumption experience for consumers on product quality and safety.
According to the whole industry chain of the production, supply and marketing of fresh agricultural products, the six major consumer experience scenes that consumers may be interested in are analyzed, which includes agricultural production, quality trace-ability, logistics distribution, online shopping operations, product presentation and after-sales service. It can be seen from theoretical study that the demand of online shopping will grow sustained since consumption experience can bring about some information from production and sale of fresh goods symmetric and thus can reduce transaction cost while producers and consumers merge into prosumer.On the other hand,consumers will play Stackelberg games with producers and buy less products if the consumer experience is deficient. It is revealed from empirical study that these six scenes are important scenes that affect the consumption experience significantly and e-commerce platforms should do good on these scenes.
Dynamic game model is analyzed in the theoretical study and Probit model is used in empirical study in this article.The data comes from 304 consumers of five cities who give out the consumption experience on online survey when they buy fresh agricultural products such as vegetables,fruit, meat,milk on e-commerce platform. A solution for the domestic consumer confidence on the quality of agricultural products for fresh agricultural products is provided in this article, reference value is provided in research results for the domestic development of trust to regain consumer confidence in the safety of fresh agricultural product quality and fresh agricultural products in China production and consumption of interaction between the two sides.