| 邹晓红，田文惠，李艳军.农户社会网络中心性对其农资网购意愿影响机理研究[J].广东农业科学,2018,45(6):149-156 |
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农户社会网络中心性对其农资网购意愿影响机理研究 |
| Study on the influence mechanism of farmers’ social network on their willingness to online purchaseagricultural materials |
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| DOI：10.16768/j.issn.1004-874X.2018.06.024 |
| 中文关键词: 网络中心性 网购模式 零售商信任 品牌信任 感知政府支持 农户农资网购意愿 |
| 英文关键词: network centrality online shopping mode retailers trust brand trust government support willingness to purchase agricultural products online |
| 基金项目:教育部人文社科规划基金（17YJA790051） |
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| 摘要点击次数: 1522 |
| 全文下载次数: 488 |
| 中文摘要: |
| 依据社会网络理论，构建农户农资网购意愿形成机理模型，实证研究了农户网络中心性对其
农资网购意愿的影响及其在不同网购模式下的差异性。结果显示：农户社会网络中心性显著影响其网购意
愿。但在两种不同网购模式下，这种影响的方向正好相反。在服务站代为下单模式下，网络中心性负向影响
农户农资网购农资意愿；在自主网购模式下，网络中心性正向影响农户自主网购意愿。此外，零售商信任与
品牌信任在网络中心性与网购意愿间起中介作用；政府支持在交易信任与农户农资网购意愿之间起正向调
节作用。研究结果对于政府实施农资电商相关政策、农资企业制定营销策略具有重要现实意义。 |
| 英文摘要: |
| Based on social network theory，this study constructed the farmer agricultural capital formation
mechanism model of online shopping intention，analysesed the influence of farmers network centricity on its
agricultural materials online shopping intention and the differences of different online mode. The results showed that
the centrality of farmers' social network significantly affected their online shopping intention. But the influence of the
network in two different online shopping modes was reversed. At the service station，under the mode of ordering，the
negative influence of the network affected the farmers' willingness to purchase agricultural resources through the agent
station. Under the mode of independent online shopping，the network centrality positively influenced the willingness
of online shopping. In addition，retailers' trust and brand trust played a mediating role between the psychological
nature of the network and the intention of online shopping. The government supported the positive regulation between
transaction trust and the willingness of farmers to buy and sell online. The research results of this paper had great
practical significance for the government to implement the relevant policies of agro-e-commerce and to formulate
marketing strategies for agricultural material enterprises. |
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