不同心理距离情境农户购买决策中持续信任的形成机制

财经论丛 ›› 2017, Vol. 33 ›› Issue (9): 83-93.

不同心理距离情境农户购买决策中持续信任的形成机制

李婷婷¹, 李艳军²

1.北京农学院经济管理学院,北京 102206
2.华中农业大学经济管理学院, 湖北武汉 430070

收稿日期:2016-10-18 出版日期:2017-09-10 发布日期:2017-09-10
作者简介:李婷婷(1989),女,河北邢台人,北京农学院经济管理学院讲师;李艳军(1963),女,湖北仙桃人,华中农业大学经济管理学院教授。
基金资助:
大北农青年教师科研基金资助项目(16SK002);三项基金-青年教师科研基金资助项目(SXQN201706);国家自然科学基金资助项目(71273102)

The Formation Mechanism of Farmers' Sustainable Trust in Purchasing Decision under Different Psychological Distance Situations

LI Tingting¹, LI Yanjun²

1.School of Economics and Management, Beijing University of Agricultural, Beijing 102206, China
2.School of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China

Received:2016-10-18 Online:2017-09-10 Published:2017-09-10

摘要/Abstract

摘要： 本文运用案例研究和定量研究相结合的研究方法,归纳不同心理距离情境下农户选择农资零售店时的持续信任客体,揭示农户初始信任和持续信任之间的信任转移因素。结果表明:社会距离远/空间距离远的心理距离情境下,农户持续信任是基于经济价值属性的零售店信任,特惠利益是关键信任转移因素;社会距离近/空间距离近的心理距离情境下,农户持续信任是基于情感价值属性的零售店信任,信心利益是关键信任转移因素;社会距离远/空间距离近的心理距离情境下,农户持续信任是基于理性的产品品牌信任,品牌契合是关键信任转移因素。

关键词: 心理距离, 农资零售店, 持续信任, 信任转移

Abstract: Using exploratory case study and quantitative research method, this paper summarizes the object of farmer's Sustainable trust in agricultural materials purchase decision under different psychological distance situations. The results are as follows: Under far social distance & far spatial distance situation, farmer's sustainable trust is retail store trust based on economic value attribute, with preferential benefit being the key trust transfer factor; Under close social distance & close spatial distance situation , farmer’s sustainable trust is retail store trust based on emotional value attribute, with confidence benefit being the key trust transfer factor; Under far social distance & close spatial distance situation, farmer's sustainable trust is product brand trust based on economic rationality, with brand fit being the key trust transfer factor.

Key words: Psychological Distance, Agricultural Materials Retail Store, Sustainable Trust, Trust Transfer

中图分类号:

F306.6

李婷婷, 李艳军. 不同心理距离情境农户购买决策中持续信任的形成机制[J]. 财经论丛, 2017, 33(9): 83-93.

LI Tingting, LI Yanjun. The Formation Mechanism of Farmers' Sustainable Trust in Purchasing Decision under Different Psychological Distance Situations[J]. , 2017, 33(9): 83-93.

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