The Research On The Relationship Between Online Store’s Responsibility Degree And Performance

In recent years, great changes have taken place in the consumption structure of Chinese Residents, With the rapid development of Internet, online shopping is becoming more and more popular, Consumers pursuit of green food and organic ecology become more and more strong, At the same time, along with the government more and more attention to the safety of agricultural products, agricultural products of our country electronic commerce presented the vigorous development trend, The electricity supplier of agricultural products is also known as the "final electricity supplier blue ocean".To win the consuers trust of the safety and green organic of agricultural products, access to consumer trust and loyalty, improve the performance of agricultural products online store, has become a problem to be solved.Firstly, the related research about the social responsibility of the enterprise, product attributes and store performance at home and abroad were reviewed, results show that the performanceof the online store, the lack of support from the social responsibility of the enterprise and product attributes from the perspective of the theory of" Responsibility information ", the online store where the product of moral attribute expression, lack of empirical research in depth. Therefore, the social responsibility of the enterprise and product attributes based on related theory, proposed based on the product of moral attribute expression of enterprises " the degree of responsibility " (the extent to which the enterprise concept expression of moral attribute information of their products) defines three process of the formation of agricultural productsshop:supply chain management, brand building and consumer perception. Then, through the questionnaire survey and expert interview, on the online store operators of agricultural products were analyzed, constructed for agricultural products shop accountabilityand performance evaluation index system, design the expert evaluation criterion for agricultural products in the online store page, related indexes of 226 honey products online store was evaluated, using the reliability and validity of SPSS 18.0 the data were analyzed, and the establishment of the structure equation of agricultural products online store accountability and performance model, the use of AMOS21.0 to supply chain management, online store’s brand construction, shop consumer perception and performance variables by path analysis.The empirical analysis shows that, the expression of moral attribute information of supply chain management in the process of brand building to enhance the online promotion and consumer perception of increased significantly, but the influence is not directly on the online store to improve performance; The expression of moral attribute information of brand building shop promotion of consumer perception of increased significantly, but the effect is not directly to the online store to improve performance; There are significant effects enhance consumer perception of online performance improvement.