不同心理距离情境农户购买决策中持续信任的形成机制

The Formation Mechanism of Farmers' Sustainable Trust in Purchasing Decision under Different Psychological Distance Situations

本文运用案例研究和定量研究相结合的研究方法,归纳不同心理距离情境下农户选择农资零售店时的持续信任客体,揭示农户初始信任和持续信任之间的信任转移因素。结果表明:社会距离远/空间距离远的心理距离情境下,农户持续信任是基于经济价值属性的零售店信任,特惠利益是关键信任转移因素;社会距离近/空间距离近的心理距离情境下,农户持续信任是基于情感价值属性的零售店信任,信心利益是关键信任转移因素;社会距离远/空间距离近的心理距离情境下,农户持续信任是基于理性的产品品牌信任,品牌契合是关键信任转移因素。

Using exploratory case study and quantitative research method,this paper summarizes the object of farmer's Sustainable trust in agricultural materials purchase decision under different psychological distance situations. The results are as follows: Under far social distance & far spatial distance situation,farmer's sustainable trust is retail store trust based on economic value attribute,with preferential benefit being the key trust transfer factor; Under close social distance & close spatial distance situation,farmer' s sustainable trust is retail store trust based on emotional value attribute,with confidence benefit being the key trust transfer factor; Under far social distance & close spatial distance situation,farmer's sustainable trust is product brand trust based on economic rationality,with brand fit being the key trust transfer factor.