The Influence of Psychological Distance Situations on Farmers’ Initial Trust in Purchasing Decision on Agricultural Materials: The Mediation Effect of Information Processing Mode
LI Tingting，LI Yanjun，LIU Ruihan
1. Beijing University of Agricultural， Beijin， China; 2. Huazhong Agricultural University， Wuhan， China
Abstract：Starting from the psychological distance situations including social distance and spatial distance, and using exploratory case study and quantitative research method, this study summarizes the initial trust of farmers when they choose agricultural materials retailers under different psychological distance situations, reveals the mediation mechanism between psychological distance situations and farmers’ initial trust. It shows that in the situation 1, farmer's initial trust is product brand trust based on economic rationality, cognitive system information processing mode plays a role of intermediary; in the situation 3, farmer's initial trust is retailer trust based on“renqing”,emotional system information processing mode is intermediary variable; in the situation4, farmer's initial trust is store trust based on geographic location, intuition system information processing mode plays an intermediary role.
李婷婷，李艳军，刘瑞涵. 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[J]. J4, 2016, 13(11): 1690-.
LI Tingting，LI Yanjun，LIU Ruihan. The Influence of Psychological Distance Situations on Farmers’ Initial Trust in Purchasing Decision on Agricultural Materials: The Mediation Effect of Information Processing Mode. J4, 2016, 13(11): 1690-.
2016, Vol. 13 
