如何建立社区支持农业中的消费者信任--惠州四季分享有机农场的个案研究

How to Build Consumers' Trust in Community Supported Agriculture--The Case of Four Seasons Share Organic Farm in Huizhou,Guangdong Province

信任对CSA经济的可持续至关重要。文章基于信任建立过程和信任发展的阶段性理论,通过单案例的研究方法探讨如何构建社区支持农业中的消费者信任。研究结果表明:消费者信任的建立分为初始信任与持续信任两个阶段。在潜在消费者的初始信任阶段,直接或间接关系、公开的信息、农场主特征和消费体验会引发消费者的计算过程、转移过程、预测过程、意图过程和能力过程而建立消费者初始信任。在会员的持续信任阶段,用户体验和社会联系会引发消费者的预测过程和意图过程而维持会员对农场的信任。

Trust is crucial to the sustainability of the CSA economy.Based on the literatures of trust-building process and trust stages,this paper aims to explore how to build consumers’trust in Community Supported Agriculture(CSA)through a single case study method.The findings indicate that the establishment of consumer trust is divided into two stages:initial trust and ongoing trust.In potential consumers’initial trust stage,direct or indirect relationship,open information,the characteristics of famers,and consumption experience can invoke consumers’calculative-based trust,capability-based trust,prediction-based trust,transference-based trust and intentionality-based trust.In members’ongoing trust stage,user experience and social contact can arouse consumers’prediction-based trust and intentionality-based trust.