Research Of Farmers’ Trust Repair Based On The View Of Leading Enterprises

In the process of the agricultural industrialization, the cooperation pattern between leading enterprises and farmers is an effective pattern to deal with the market. In recent years, many researches find that the contract between leading enterprises and farmers is often broken, the default rate is as high as eighty percent, in other word, during the process of cooperation, mutual trust appeared to destruction. This study focuses on cooperation of default problem between leading enterprises and farmers from the single perspective when the leading enterprises take trust repair strategies to the farmers.Under different trust violation type, whether the trust repair measures which leading enterprises taken has slightly difference, whether the individual farmers trust tendencies influent the effect of leading enterprises trust repair strategy. The purpose of this study is to provide references to farmers for the leading enterprises and then to promote the relationship during the process of cooperation, and ultimately realizing the win-win between the leading enterprises and farmers.The main methods of this research are literature review method, expert consultation method and empirical analysis method. Firstly, the study summary the review of leading enterprises and farmers cooperation, trust, trust violate, trust repair and so on. The concept of trust repair is introduced to the leading enterprises and farmers cooperative relationship; Secondly, though the questionnaire on Farmers’ trust repair effect, this study adopted the expert consultation method to put forward the theory model and hypothesis test; Finally, studying the farmers’ trust repair based on the perspective of the empirical analysis, That is to say the trust repair strategies are viewed as variables, which including three kinds of trust violates strategies---information repair strategy, emotional repair strategy and corrective repair strategy. The research viewed farmers trust repair effect as the dependent variable, including farmers trust belief and trust intention, farmer individual trust tend to as a moderating variable, leading enterprises trust violation type as the control variables, which including three types---the ability type, straight type and kind heart type, the main body of this paper is to study the interaction between these four variables. When dealing with the data, this study uses SPSS17.0for data processing and analysis.Through empirical analysis, this paper draws the following three conclusions. Firstly, leading enterprises will impact the farmer’trust by these trust repair strategies, informational repair strategies and corrective repair strategies have significant positive effect on trust belief and trust intention, emotional repair strategies has a significant positive effect on farmers trust beliefs, while there is no significantly impaction on trust intention. Secondly, different trust violation type will affect the leading enterprises trust methods which is taken to repair the violation. Under the ability trust violation, leading enterprises should use information and corrective repair strategies; Under the honest trust violation, what repair strategy leading enterprises should adopt are emotional repair strategy and information strategy; Under the heart break trust violation, the leading enterprises should adopt emotional repair strategies and corrective repair strategies. Thirdly, trust propensity of farmers as individual characteristics,are special characteristic of farmers which is built during the process of growing up. As the moderator, which will have a special influence between enterprises and farmers.This research innovations are as follows. The first is the new perspective. Even though the research on trust repair has too many achievements, the results are based on the perspective of the enterprise and the consumer、organizational and personal. This study combines the trust repair with agricultural products in a new way, when the leading enterprises take some trust repair strategies, the farmers trust will be repaired, this is a major innovation in this thesis. The second, is the effects of trust violation type, The research on trust violation is from the ability and integrity type perspective, never kind-heart type. But during the leading enterprises and farmers long-term cooperation, trust which based on kind-heart is stable. Therefore, study on the trust repair and trust violation will have a great value during the research between leading enterprises and farmers in the long-term cooperation.