Abstract: E-commerce is an important attempt to change the traditional distribution channels for the agricultural industry, but also a new trend of agricultural materials market diversifying and technical service informationzing in the future. Due to the particularity of agricultural materials products and purchasing subjects, currently agricultural materials’ electronic suppliers adopt the operating method of online transactions drived offline service. From the trust transfer’s perspective, we empirically researched and compared the different impact of farmer’s offline trust on online trust and the different role of online and offline perception regulating the relationship of offline trust and online trust. The research shows that: offline trust had a positive effect on online trust, offline brand trust had the most impact on online ability-based trust, closely followed by online integrity-based trust, online benevolence-based trust were weakest, but offline retailers trust had the most impact on online benevolence-based trust, closely followed by online integrity-based trust, had no impact on online ability -based trust; of the relationship between offline brand trust and online trust, the regulating effect of perceived differentiation is the strongest, closely followed by perceived integration, perceived consistency is weakest, but of the relationship between offline retailers trust and online trust, the regulating effect of perceived consistency is the strongest, closely followed by perceived integration and perceived differentiation had no regulating effect.

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。