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电商交易是农资行业变革传统流通渠道的重要尝试,也是未来农资销售市场多元化、技术服务信息化的新趋势。由于农资产品和购买主体的特殊性,目前农资电商主要采取的是以线下服务带动线上交易的经营方式。本文从信任迁移视角实证探究和比较农户线下信任对线上信任的不同影响、线下与线上整体感知对线下信任与线上信任关系调节的不同作用。研究表明:线下信任对线上信任存在正向影响,其中线下品牌信任对线上能力信任的影响最大,对线上正直信任的影响次之,对线上友善信任的影响则最低,但线下零售商信任对线上友善信任的影响最大,对线上正直信任的影响次之,对线上能力信任的影响则不显著;在线下品牌信任对线上信任的影响关系中感知差异性的调节作用最大,感知集成性次之,感知一致性最小,而在线下零售商信任对线上信任的影响关系中感知一致性的调节作用最大,感知集成性较小,感知差异性则不显著。
E-commerce trading is an important attempt to change the traditional circulation channels in the agricultural capital industry. It is also a new trend of diversification of agricultural product sales market and informationization of technical services in the future. Due to the peculiarities of agricultural products and the main body of purchase, at present, agricultural suppliers mainly adopt the mode of operation that leads online transactions through offline services. This essay empirically explores and compares the different effects of off-line trust of farmers on online trust from the perspective of trust transfer, and the different effects of off-line trust and on-line trust relationship between offline and online perceptions. The research shows that offline trust has a positive impact on online trust. Underline brand trust has the strongest influence on online trust, the second is online trust, the second is online trust. Offline retailer trust has the most influence on the online friendly trust, the second is the influence on online integrity trust, and the second one has negligible impact on the online ability trust. The difference of online brand trust in online trust Which has the largest adjustment effect, the second is perception integration, and the smallest is the perceived consistency. However, the online retailer trust has the greatest regulatory effect on perceived consistency in the relationship between online trust, less perceived integration and no significant difference in perception .