|
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.
|
|
Received: 12 June 2016
|
|
|
|
2016, Vol. 13 
