Research on the influence of social network heterogeneity on the preference of rural households' online shopping model

doi:10.14088/j.cnki.issn0439-8114.2019.12.042

Abstract

Abstract: According to the social network theory and trust theory, the mechanism model of the influence of farmers' social network heterogeneity on the preference of agricultural net purchase model is constructed, and an empirical test is conducted through 345 household survey questionnaires. The results show that the heterogeneity of farmers' social networks has a significant impact on their agricultural net purchase model preferences and transaction trust. The higher the trust of farmers with high online shopping heterogeneity, the more they prefer to choose the independent online shopping model; the farmers with low network heterogeneity trust the agricultural retailers and prefer the offline service station purchasing model; brand trust and retailer trust play a mediating role in the heterogeneity of farmer networks and their preferences for online shopping.

Key words: farmers, social network heterogeneity, online shopping mode, brand trust, retailer trust

CLC Number:

LI Yan-jun, WANG Dan, ZOU Xiao-hong. Research on the influence of social network heterogeneity on the preference of rural households' online shopping model[J]. HUBEI AGRICULTURAL SCIENCES, 2019, 58(12): 184-188.

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