社会网络异质性对农户农资网购模式偏好的影响研究  

Research on the influence of social network heterogeneity on the preference of rural households’ online shopping model

作　　者：李艳军[1] 王丹[1] 邹晓红 LI Yan-jun;WANG Dan;ZOU Xiao-hong(College of Economics and Management,Huazhong Agricultural University,Wuhan 430070,China)

机构地区：[1]华中农业大学经济管理学院

出　　处：《湖北农业科学》2019年第12期184-188,共5页Hubei Agricultural Sciences

基　　金：教育部人文社科规划基金项目(17YJA790051)

摘　　要：依据社会网络理论和信任理论,构建农户社会网络异质性对其农资网购模式偏好的影响机理模型,并通过345份农户调查问卷进行实证检验。结果表明,农户社会网络异质性对其农资网购模式偏好和交易信任有显著影响。网购异质性高的农户品牌信任度越高,更趋向于选择自主网购模式;网络异质性低的农户更信任农资零售商并偏好线下服务站代购模式;品牌信任和零售商信任在农户网络异质性与其农资网购模式偏好间起中介作用。According to the social network theory and trust theory, the mechanism model of the influence of farmers' social network heterogeneity on the preference of agricultural net purchase model is constructed, and an empirical test is conducted through 345 household survey questionnaires. The results show that the heterogeneity of farmers' social networks has a significant impact on their agricultural net purchase model preferences and transaction trust. The higher the trust of farmers with high online shopping heterogeneity, the more they prefer to choose the independent online shopping model;the farmers with low network heterogeneity trust the agricultural retailers and prefer the offline service station purchasing model;brand trust and retailer trust play a mediating role in the heterogeneity of farmer networks and their preferences for online shopping.

关 键 词：农户 社会网络异质性 网购模式 品牌信任 零售商信任 

分 类 号：S-9[农业科学]