原生态农产品社交电商三阶信任对购买意愿的影响研究  

Research on the Infl uence of Third-order Trust of Social E-commerce on Consumers’Purchase Intentions of Raw Agricultural Products

作　　者：李丽娟 杨雪雁[1] LI Lijuan;YANG Xueyan(School of Economics and Management,Zhejiang A&F University Hangzhou,Zhejiang 311300)

机构地区：[1]浙江农林大学经济管理学院,浙江杭州311300

出　　处：《中国商论》2023年第2期49-53,共5页China Journal of Commerce

基　　金：浙江省自然科学基金项目“原生态农产品社交电商推荐消费中的信任机制研究”(LY20G020001)。

摘　　要：近年来,食品安全问题日益突出,原生态农产品凭借自身独特的质量、安全优势受到大众青睐,社交电商为消费者购买原生态农产品提供了一个渠道。然而,社交电商情境下消费者行为模式发生很大改变,各个环节的变化都可能引起消费者决策的改变。基于此,本文将信任划分为初始信任、情感信任、持续信任,探究不同阶段信任的影响因素及对购买意愿的影响,通过发放问卷,共收集到有效问卷213份,并使用结构方程模型对假设检验,得出11个假设均成立,同时根据结论给商家提出相关建议,以供参考。In recent years,food safety issues have been growingly prominent.Raw agricultural products are favored by people with their unique advantages of quality and safety,and social commerce provides a channel for consumers to purchase raw agricultural products.However,consumer behavior models have greatly changed in social commerce,and changes in various sections may cause changes in consumer decisions.Based on this,this paper divides trust into initial trust,aff ective trust and continuous trust,and explores the infl uencing factors of trust in diff erent stages and the infl uence on purchase intentions.There are 213 valid questionnaires collected through distributing questionnaires,and 11 hypotheses were tested with structural equation modeling.Suggestions are also given to merchants according to the conclusions for reference.

关 键 词：原生态农产品 初始信任 情感信任 持续信任 购买意愿 

分 类 号：F323[经济管理—产业经济]