农产品电商质量安全管控必要性、作用机制及效果评价探究

农产品电商逐渐成为农产品流通的重要渠道之一，其质量安全问题一直备受社会各界关注。现有关于农产品电商质量安全的研究尚处于初探阶段，研究方法主要以定性论述和案例研究为主。本文从农产品电商质量安全与相关利益主体关系入手，对农产品电商质量安全管控的国内外相关文献进行了梳理，归纳总结了农产品电商质量安全管控原因、管控本质、管控措施以及效果评价等内容，认为电商平台应充分利用自身优势和社会多方资源，一方面与供应链上游建立利益联结的契约关系，提高产品质量；另一方面通过信息传递等完善消费者信任机制，提高消费者认知和认可，从而实现生鲜电商长期可持续发展。未来研究重点可着力于构建农产品电商质量安全管控评价指标体系、比较不同管控模式的作用效果及发展趋势、深入研究农产品电商的管控效率及经济效应等。

Research on the necessity, mechanism and effect evaluation of agricultural product e-commerce quality and safety control

Agricultural products e-commerce has gradually become one of the important channels of agricultural products circulation, and its quality and safety issues have been concerned by all walks of life. The existing research on the quality and safety of agricultural products e-commerce is still in the preliminary stage, and the research methods mainly focus on qualitative discussion and case study. Starting from the relationship between the quality and safety of agricultural products e-commerce and relevant stakeholders, this paper sorts out the relevant literature on quality and safety management and control of agricultural products e-commerce at home and abroad, summarizes the reasons for the quality and safety control of agricultural products e-commerce, the nature of management and control, control measures and effect evaluation. It is believed that the e-commerce platform should make full use of its own advantages and social resources. On the one hand, it establishes the contract relationship of benefit connection with the upstream of the supply chain to improve product quality. On the other hand, through information transmission and other improvements in consumer trust mechanism, improve consumer cognition and recognition, so as to achieve long-term sustainable development of fresh e-commerce. The future research focuses on the construction of evaluation index system of quality and safety control of agricultural products e-commerce, comparison of the effect and development trend of different management and control modes, and in-depth study on the management and control efficiency and economic effect of agricultural e-commerce.