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利益逻辑与道德逻辑博弈过程中产生的一系列食品安全事件,在互联网背景下建构出集体的不安全感,促使消费者寻求健康与安全的食品。这为农产品商业化的跨越式发展提供了契机。诸如淘宝、微信等网络交易平台搭建的消费者与生产者之间直接沟通的平台,使得乡土社会农产品的生产过程与生产逻辑变得直接、透明,其压缩时空的特性,可重构消费者的信任基础,也可助力实现农产品商业化的跨越式发展。
A series of food safety incidents arising from the logic of profit and moral logic create a collective sense of insecurity in the context of the Internet and encourage consumers to seek healthy and safe foods. This provides an opportunity for the leaps and bounds in the commercialization of agricultural products. The platform of direct communication between consumers and producers, such as Taobao, WeChat and other internet trading platforms, makes the production process and production logic of agricultural products in rural society become direct and transparent, which can compress the characteristics of space-time and reconstruct the consumer’s The basis of trust can also help to achieve the leapfrog development of the commercialization of agricultural products.