Analysis on Influencing Factors of Consumer Trust in E-Commerce Marketing of Green Agricultural Products Based on Big Data Analysis

Abstract

In order to avoid consumers’ irrational purchase behavior due to e-commerce marketing and affect the normal operation of e-commerce market, this paper analyzes the influencing factors of consumer trust in e-commerce marketing of green agricultural products based on big data analysis. We construct the influencing factor model of consumer trust and analyze the types of influencing factors of consumer trust. The K-means clustering method is used to collect the relevant data of green agricultural products’ e-commerce marketing and consumers’ irrational purchase behavior in the big data environment. The influencing factors of consumers’ trust in green agricultural products’ e-commerce marketing are analyzed with the professional degree, credibility, and attraction of e-commerce marketing as independent variables; consumers’ purchase behavior as dependent variables; and consumers’ purchase emotion as intermediary variables. The experimental results show that the designed method has certain reliability and good effectiveness, and plays a positive role in irrational purchase behavior.