Liu, D.D. and Wu, D.L., 2020. Consumer trust in purchasing fresh agricultural products online based on the Signal Theory. In: Guido Aldana, P.A. and Kantamaneni, K. (eds.), Advances in Water Resources, Coastal Management, and Marine Science Technology. Journal of Coastal Research, Special Issue No. 104, pp. 711–716. Coconut Creek (Florida), ISSN 0749-0208.

Compared with traditional e-commerce products, online shopping of fresh agricultural products started late, and in its development process, the growth rate has been relatively slow because consumer trust is hard to build due to the constraints of the characteristics of fresh agricultural products. Based on the theoretical model of planned behaviour and combined with the Signal Theory, this article studied the mechanism of consumer trust in online shopping of fresh agricultural products, and through empirical demonstration on the influencing factors in this stage, proposed countermeasures and suggestions to solve the problem of insufficient consumer trust in this trade.