基于心理距离情境的农户购买决策中的信任链模式研究  

The Research of Trust Chain Model of Peasant Households' Purchasing Decisions:Based on Psychological Distance Situations

作　　者：李婷婷[1,2] 李艳军[1,2] 李万君[1,2] 

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070 [2]湖北农村发展研究中心,湖北武汉430070

出　　处：《预测》2016年第1期35-42,共8页Forecasting

基　　金：国家自然科学基金资助项目(71273102);中央高校基本科研业务费专项资金资助项目(2012RW004)

摘　　要：本文以社会距离和地理距离为情境界定因素,以时间距离为动态信任演化线索,以农户农资零售店选择行为为例,运用案例研究和定量研究相结合的实证方法,归纳了农户选择零售店时初始信任产生的情境边界,探索了持续信任与延伸信任产生的内在机制,构建了特定情境下的农户信任链模式。研究发现,在三类情境下农户的初始信任分别为:品牌信任、零售商信任、零售店信任,且农户信任大都经历了从初始信任发展到持续信任再拓展到延伸信任的动态演化过程,但不同情境下信任转移的驱动因素存在差异。本研究是对中国本土现象解释机制的重构,对消费者行为学及营销管理理论的拓展有一定的理论意义,对零售企业制定相关营销策略有一定的借鉴与启示。Taking social distance and geographic distance as situational factors,time distance as dynamic evolutionary clue of trust,and farmers＇ agricultural materials retail choice behaviors as the object,by using exploratory case study and quantitative research method,this paper summarizes the situation boundaries of initial trust of farmers＇ retail choice behavior,explores the internal mechanism of continued trust and extended trust,builds the household trust chain model under the particular situation. Research shows that the farmers＇ initial trust is brand trust,retailers＇ trust,retail trust,respectively,in three kinds of psychological distance situations; farmers trust has experienced the dynamic evolution process from the initial trust to continued trust to extended trust. This study reconstructs the explanation mechanism of Chinese local phenomenon,has certain theoretical significance to the related research in the field of consumer behavior and the expansion of marketing management theory,and also has reference and enlightenment for the retail enterprise to make relevant marketing strategy.

关 键 词：情境 心理距离 信任链模式 案例研究 定量研究 

分 类 号：F713.55[经济管理—市场营销]