Urban-Rural Social Commerce

There are reports on food safety issues sometimes, such as poison bean sprouts, dyed black sesame and so on. Moreover, office staff is too busy to buy fresh agricultural products. The urban people hope to be able to purchase fresh agricultural products from rural conveniently, while the rural people hope to sell their agricultural products conveniently, especially the small number agricultural products has less access to the urban. With the internet construction in rural areas is being enhanced, e-commerce in rural areas is developing well. The research starts based on the above background.There are two purposes for the research. The first one is to design urban rural social e-commerce (URSC) which is convenient for urban consumers to buy agricultural products. The second one is to mine how to make use of social network services to promote the trust of agricultural products e-commerce based on the research and design of URSC.There are three main parts in the research work. First, by using related literature review brainstorming, and deep interview methods, we find that urban consumers who are25-40years old and have online shopping experience have significant demand for agricultural products, summarize the advantages and disadvantages of the buying ways and refine the reasons for forming demands for agricultural products. Second, by using literature research and competitive analysis methods, we analyze agricultural e-commerce and social factors in China and aboard and explore the combination of agricultural product, e-commerce and social network service, and then summarize design points for urban-rural social commerce. The examples are nongren.com and taobao.com. Third, by using user centered design method to promote solution for URSC. Based on the previous research work, we conclude urban consumers’needs for URSC, design usage scenarios and the system’s functional structure, design the system’s interactive process and paper prototype and iterate the prototype design, do usability testing to discover usability problems and confirm that social network services can promote consumers’ trust for agricultural e-commerce.At the end of the paper, we summarize the research findings and challenges in the course of the research work and prospect future research work.