嵌入视角下绿色农产品网络消费空间重构的机制与路径  

Mechanisms and Pathways for Reconstructing the Network Consumption Space of Green Agricultural Products:An Embeddedness Perspective

作　　者：徐晓鹏[1] 刘慢慢 XU Xiaopeng;LIU Manman(College of Management,Henan University of Technology,Zhengzhou 450001,China)

机构地区：[1]河南工业大学管理学院,郑州450001

出　　处：《四川农业大学学报》2025年第2期535-541,550,共8页Journal of Sichuan Agricultural University

基　　金：国家社会科学基金(22FSHB024);河南省哲学社会科学规划项目(2022BSH008);河南省本科高校青年骨干教师培养计划(2023GGJS063)。

摘　　要：【目的】探究绿色农产品网络消费空间重构的机制,推进绿色农产品网络消费空间重构。【方法】基于嵌入理论,以北京M市民农园为例研究绿色农产品网络消费空间重构的机制与路径。【结果】技术嵌入通过信息透明和情感互动能够促进人际信任建立;结构嵌入通过节点强化和关系优化能够促进圈子信任形成;认知嵌入通过价值内化和价值共鸣能够培养消费者认知信任;制度嵌入通过规则完备、角色可靠和程序规范能够促进制度信任构建。【结论】通过技术、结构、认知、制度等多维嵌入,有助于重建消费者对生产者的信任,进而能够推进绿色农产品网络消费空间重构。【Objective】This study explores the underlying mechanisms that drive the reconstruction of network consumption space for green agricultural products,aims to provide insights for its enhancement and sustainable development.【Method】Drawing upon embeddedness theory,this research adopts a case study approach focusing on the M citizen farm in Beijing,【Result】Technological embedding promotes interpersonal trust through information transparency and emotional interaction.Structural embedding fosters circle trust by strengthening nodes and optimizing relationships.Cognitive embedding cultivates consumers'cognitive trust through value internalization and resonance.Institutional embedding enhances institutional trust through comprehensive rules,reliable roles and standardized procedures.【Conclusion】The Integration of technological,structural,cognitive and institutional embeddedness effectively rebuilds consumer trust in producers,significantly advancing the reconstruction of the network consumption space for green agricultural products.

关 键 词：嵌入 信任 绿色农产品 网络消费空间 重构 

分 类 号：C915[经济管理]