The Effect of Sensory Experience on Farmers’ Willingness of Agricultural Materials Online Shopping at Agency Service Stations

doi:10.14088/j.cnki.issn0439-8114.2018.18.030

Abstract

Abstract: Based on the actual situation of the running of agricultural materials e-commerce, this paper aims to explore the effect of farmers’ offline sensory experience in the agency service stations on their willingness of agricultural materials online shopping at agency service stations. The results show that farmers’ offline sensory experience has a positive impact on their willingness of agricultural materials online shopping at agency service stations, in which perceived risks play a mediating role. In addition, the perception of interpersonal trust strengthens the decreasing effect of sensory experience on perceived risk to some extents. The need of cognitive closure strengthens the positive effect of sensory experience on farmers’ willingness of agricultural materials online shopping.

Key words: sensory experience, perceived risks, interpersonal trust, need of cognitive closure, willingness of agricultural materials online shopping

CLC Number:

C939

LI Lin-zhu, XU Guang-lan, LI Yan-jun. The Effect of Sensory Experience on Farmers’ Willingness of Agricultural Materials Online Shopping at Agency Service Stations[J]. HUBEI AGRICULTURAL SCIENCES, 2018, 57(18): 121-124.

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