Farmer's Trust Research In Agricultural Materials Purchasing Decision Under Psychological Distance Situation

Customer's initial trust?sustainable trust and mature trust are the important factors that affect the long-term development of enterprise,also the key to attract new customers and retain old customers.As the category of subjective judgment,there is a direct link between trust and psychological distance situation.Psychological distance situation would directly affect initial trust through information processing pattern,furthermore,the evolution of sustainable trust and mature trust building.Existing literature rarely involve the differences between brand?retailer and retail store that the three different levels of trust and trust transfer process research for farmer to make purchase decision of agricultural materials in the different stages,also lacking an awareness of using specific psychological distance situation to explore the cause of farmer's initial trust?sustainable trust and mature trust in agricultural materials purchase decision,and the dynamic evolution process of trust chain building.Taking social distance and spatial distance as situational factors,time distance as dynamic evolutionary clue of trust,and farmer's agricultural materials retail store choice behavior as the object,by using exploratory case study and quantitative research method,firstly,this paper summarizes the object of farmer's initial trust in agricultural materials purchase decision under different psychological distance situations,reveals the mediation mechanism between psychological distance situation and farmer's initial trust;Secondly,explores the inner mechanism of sustainable trust and mature trust when farmer selecting agricultural materials retail store under different psychological distance situation,reveals the trust transfer factors between initial trust?sustainable trust and mature trust;Finally,builds three trust chain models in farmer's agricultural materials purchase decision under specific psychological distance situation,and using structural equation model systematically discusses the influences of different levels trust on agricultural materials retail store's affective commitment?calculative commitment and normative commitment.Cross-situational studies show:(1)Under psychological distance situation 1,farmer's initial trust is product brand trust based on economic rationality,cognitive system information processing mode is mediation variable between psychological distance situation and product brand trust;Under psychological distance situation 3,farmer's initial trust is retailer trust based on "renqing",emotional system information processing mode is mediation variable between psychological distance situation and retailer trust;Under psychological distance situation 4,farmer's initial trust is retail store trust based on geographic location,intuition system information processing mode is mediation variable between psychological distance situation and retail store trust.(2)Under psychological distance situation 1,farmer's sustainable trust object is retail store trust based on economic value attribute,preferential benefit is mediation variable between product brand trust and retail store trust;Under psychological distance situation 3,farmer's sustainable trust object is retail store trust based on emotional value attribute,confidence benefit is mediation variable between retailer trust and retail store trust;Under psychological distance situation 4,farmer's sustainable trust object is product brand trust based on economic rationality,customer brand fit is mediation variable between retail store trust and product brand trust.(3)Under psychological distance situation 1,farmer's mature trust object is retailer trust based on procedural interpersonal relationship,effect relationship embedding is mediation variable between retail store trust and retailer trust;Under psychological distance situation 3,farmer's mature trust object is product brand trust based on economic rationality,customer brand fit is mediation variable between retail store trust and product brand trust;Under psychological distance situation 4,farmer's mature trust object is retailer trust based on normal interpersonal relationship,characteristic relationship embedding is mediation variable between product brand trust and retailer trust.Cross-staged studies show:farmer's trust in agricultural materials purchase decision has experienced the dynamic evolution process from the initial trust stage to sustainable trust stage to mature trust stage under three different psychological distance situations.Different psychological distance situation determines farmer's trust chain models of agricultural materials purchase decision are differences.Under psychological distance situation 1,farmer's trust chain model is product brand trust based on economic rationality(initial trust)? retail store trust based on economic value attribute(sustainable trust)? retailer trust based on procedural interpersonal relationship(mature trust);Under psychological distance situation 3,farmer's trust chain model is retailer trust based on "renqing"(initial trust)? retail store trust based on emotional value attribute(sustainable trust)? product brand trust based on economic rationality(mature trust);Under psychological distance situation 4,farmer's trust chain model is retail store trust based on geographic location(initial trust)?product brand trust based on economic rationality(sustainable trust)?retailer trust based on normal interpersonal relationship(mature trust).At the same time,this research shows:farmer's product brand trust attributes are based on rational cognition under three kinds of psychological distance situation,retailer trust attributes and store trust attributes are different;The trust of farmers on agricultural materials retailer can be divided into interpersonal trust and"renqing" trust,interpersonal trust can be divided into procedural inter:personal trust and normal interpersonal trust;Farmer's store trust attribute contains value attribute?emotion attribute and geographic attribute.In addition,the influences of different levels trust on agricultural materials retail store's affective commitment?calculative commitment and normative commitment are differences.Product brand competence trust has significant positive influence on store calculation commitment;Product brand quality trust has significant positive effect on store affective commitment and calculative commitment;Product brand overall-trust has significant positive effect on store affective commitment?calculative commitment and normative commitment.Retailer affective trust has significant positive influence on store affective commitment and normative commitment;Retailer ability trust has significant positive influence on store affective commitment and calculative commitment;Retailer cognitive trust has significant positive effect on store affective commitment?calculative commitment and normative commitment.Store goodwill trust has significant positive effect on store affective commitment and normative commitment;Store capacity trust has significant positive influence on store affective commitment and calculative commitment;Store cognitive trust has significant positive influence on store affective commitment?calculative commitment and normative commitment.Theoretical significance of this study is to develop the theories perspective of initial trust formation,and establish the theoretical framework between psychological distance situation?information processing model and initial trust;Reveal farmer's choice of trust object has difference on the same trust stage under different psychological distance situation,also farmer's choice of trust object has difference on the different trust stage under same psychological distance situation,that is rich and complementary for consumer trust and purchase decision theory system;Develop the new construct "trust chain" in specific psychological distance situation,and reconstruct theoretical explanation mechanism for trust phenomenon of farmer's agricultural materials purchase decision,has certain theoretical significance for the development of customer relationship management marketing theory.Practical significance lies in the building of farmer's trust chain mode has provide the reference and revelation for retail enterprises through differential marketing to build and maintain long-term customer relationships thus gain more stable development;The development center of retail enterprises is gradually retained form attracting new customers to keeping old customers,customer retention as the key future for enterprise achieving successful operations,the research of inner mechanism formation process of sustainable trust and mature trust and the influence that different levels trust on store commitment could guide retail enterprises to generate customer relationship management strategy,improve customer retention rate.