Research On Trust In Online Transaction Of Featured Agricultural Products

With the rapid development of the Internet in China,online shopping based on the online trading platform has gradually become popular and has become one of the most important shopping style for members of the society,and it is increasingly showing a booming trend.In this relatively anonymized online shopping environment with physical absenteeism as the main feature,trust plays an indispensable role in realizing online transactions.As a core element of business activities,trust is characterized by the openness and high efficiency of cyberspace,which greatly simplifies all aspects of commodity trading.Compared with the traditional sales channels and methods,it is a special form of network interpersonal interaction.The achievement of online transactions under the field space depends on the construction of trust.Based on this,this article takes the featured agricultural product of S city,L brand characteristic roast chicken as an example,takes the L brand online shop as a case,and follows Luhmann’s interpersonal-system division method of trust,based on case data and combining the characteristic of featured agricultural products.Attempt to explore the formation and development of trust mechanisms in the online trading of featured agricultural products.Firstly,with the help of Giddens’ s analysis of time and space in the perspective of modernity,it is analyzed how the buyers and sellers can achieve common presence in the context of physical absence under the condition of relative anonymization,thus providing realistic possibilities for the realization of online transactions.Further,along Luhmann’s classification of trust,the formation process and characteristics of institutional trust and interpersonal trust in the process of online trading of featured agricultural products are discussed.First,with the abstract rules attached to the online trading platform,such as logistics systems,third-party payment systems,and consumer protection services,consumers establish institutional trusts that use third-party online trading platforms as objects.Secondly,along Luermann’s path of interpersonal trust,the author combines the interview data with consumers to reveal the formation mechanism and characteristics of interpersonal trust from the perspective of consumers.On the one hand,by means of the information represented by the sales and product evaluation of the online store,the consumer realizes the grasp of the ability or reliability of the e-commerce seller,thereby establishing the cognitive trust for the e-commerce seller;With the analysis and grasp of social identity under cyberspace,specific consumers use characteristic agricultural products as a link to generate subtle emotional recognition of e-commerce sellers,thus building emotional trust for e-commerce sellers.By applying Luhmann’s trust theory to the analysis of trust formation mechanism in cyberspace,the explanatory power of traditional trust theory in cyberspace is further verified,especially for the discussion of interpersonal trust in online transactions,it is found that the interpersonal trust still plays a improtant role,and it is different from the formation mechanism under the traditional field.This also reflects from the side that,in terms of consumers,the establishment of trust in online transactions presents relative subjectivity.