摘要
电商交易是农资行业变革传统流通渠道的重要尝试,也是未来农资销售市场多元化、技术服务信息化的新趋势。由于农资产品和购买主体的特殊性,目前农资电商主要采取的是以线下服务带动线上交易的经营方式。本文从信任迁移视角实证探究和比较农户线下信任对线上信任的不同影响、线下与线上整体感知对线下信任与线上信任关系调节的不同作用。研究表明:线下信任对线上信任存在正向影响,其中线下品牌信任对线上能力信任的影响最大,对线上正直信任的影响次之,对线上友善信任的影响则最低,但线下零售商信任对线上友善信任的影响最大,对线上正直信任的影响次之,对线上能力信任的影响则不显著;在线下品牌信任对线上信任的影响关系中感知差异性的调节作用最大,感知集成性次之,感知一致性最小,而在线下零售商信任对线上信任的影响关系中感知一致性的调节作用最大,感知集成性较小,感知差异性则不显著。
E-commerce is not only an important attempt to change the traditional distribution channels for the agricultural industry,but also a new trend for the diversification of the agricultural materials market and the informatization of technical services in the future. Due to the particularity of agricultural material products and purchasing subjects,currently the E-commerce suppliers of agricultural material products mainly adopt the operating method of online transactions driven by offline service. From the perspective of trust transfer,this paper empirically studies and compares the different impacts of farmers' offline trust on online trust and the different roles of online and offline perception in regulating the relationship of offline trust and online trust. The research are as follows: Offline trust has a positive effect on online trust,among which the offline brand trust has the greatest impact on online ability-based trust,closely followed by online integrity-based trust,whereas its impact on online benevolence-based trust is the weakest,but offline retailers trust has the greatest impact on online benevolence-based trust,closely followed by online integrity-based trust,with no significant impact on online ability-based trust; as to the relationship between offline brand trust and online trust,the regulating effect of perceived differentiation is the strongest,closely followed by perceived integration,whereas that of the perceived consistency is the weakest,but as to the relationship between offline retailers trust and online trust,the regulating effect of perceived consistency is the strongest,closely followed by perceived integration,but perceived differentiation has no regulating effect in this aspect.
出处
《财经论丛》
CSSCI
北大核心
2016年第12期82-93,共12页
Collected Essays on Finance and Economics
基金
国家自然科学基金项目(71273102)
教育部人文社会科学研究项目(11YJC790002)
中央高校基本科研业务费专项资金项目(2012RW004)
关键词
农资网购
在线信任
形成机理
信任迁移
agricultural material products' online shopping
online trust
formation mechanism
trust transfer
