中文摘要：

消费者缺乏信心制约了生鲜农产品电子商务健康、快速发展，如何突破低水平的消费者信任困境，增进消费者对生鲜农产品电子商务的信任，是当前我国生鲜农产品电子商务发展过程中亟待解决的问题，也是当前研究的难点问题。基于此，文章以代表性生鲜农产品——水果为例，从产品特性、服务质量和消费者特征三个方面考虑，构建了水果电子商务消费者信任影响因素模型，主要分析水果质量、感知的价值、物流服务质量、网站设计质量、沟通和信任倾向对消费者信任的作用。采用SPSS和PLS-Graph软件进行实证分析，实证研究结果发现，水果质量、感知的价值、物流服务质量、网站设计质量、沟通和信任倾向对消费者信任都有显著的影响，其中水果质量和感知的价值的作用最为突出。研究结论对于增加消费者对水果电子商务企业的信任，促进水果电子商务的快速、健康发展，有一定的理论指导和应用价值。

英文摘要：

Lack of consumer confidence has restricted the sound and rapid development of e-commerce of fresh agricultural products. How to break through consumers trust crisis and enhance their trust in e-commerce of fresh agricultural products is a problem demanding prompt solutions in the development process of e-commerce of fresh agricultural products as well as a difficult problem in the current research. Based on this, taking fruits as the representative fresh agricultural products, this study builds a model of factors affecting consumer trust in e-commerce of fruit considering from three aspects as product features, service qualities and consumer characteristics and analyzes the effects of fruit quality, perceived value, logistics service quality, web design quality, communication and trust propensity on consumer trust. The SPSS and PLS-Graph software are adopted to conduct empirical analysis whose results indicate that fruit quality, perceived value, logistics service quality, web design quality, communication and propensi- ty to trust all have positive effects on consumer trust, among which the effects of fruit quality and perceived value outweight that of the others. The research results have important theoretical and practical value to improve consumer trust in fruit e-commerce firms and promote the rapid and sound development of fruit e-commerce.