心理距离情境对农户农资购买决策中初始信任的影响——信息处理模式的中介机制

发布时间：2018-08-09 19:18

【摘要】：从社会距离和空间距离交互形成的心理距离情境视角出发,运用案例研究和定量研究相结合的实证方法,归纳了不同心理距离情境下农户选择农资零售店时的初始信任客体,揭示了心理距离情境和农户初始信任之间的中介机制。研究表明:在社会距离远、空间距离远的心理距离情境1下,农户的初始信任是基于经济理性的产品品牌信任,认知系统信息处理模式在心理距离情境和农户初始产品品牌信任之间发挥中介作用;在社会距离近、空间距离近的心理距离情境3下,农户的初始信任是基于人情的零售商信任,情感系统信息处理模式在心理距离情境和农户初始零售商信任之间发挥中介作用;在社会距离远、空间距离近的心理距离情境4下,农户的初始信任是基于近地理位置属性的零售店信任,直觉系统信息处理模式在心理距离情境和农户初始零售店信任之间发挥中介作用。
[Abstract]:From the perspective of psychological distance situation formed by social distance and spatial distance interaction, this paper sums up the initial trust object when farmers choose the retail stores of agricultural materials under different psychological distance situations by using the empirical method of case study and quantitative study. It reveals the intermediary mechanism between psychological distance situation and farmers' initial trust. The results show that the initial trust of farmers is based on the product brand trust based on economic rationality under the psychological distance situation of long social distance and long space distance. Cognitive system information processing mode plays an intermediary role between psychological distance situation and farmers' initial brand trust. The initial trust of farmers is the trust of retailers based on human feelings. The information processing mode of emotional system plays an intermediary role between psychological distance situation and farmers' initial retailer trust. Farmers' initial trust is based on the near geographical attributes of retail store trust. Intuitive system information processing mode plays an intermediary role between psychological distance situation and farmers' initial retail store trust.
【作者单位】：北京农学院经济管理学院;华中农业大学经济管理学院;
【基金】：国家自然科学基金资助项目(71273102) “粮经作物产业技术体系北京市创新团队”专项资助项目(BAIC09—2016)
【分类号】：F324.6;F713.55;C912.6

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