Research On The Influencing Factors Of Trust Relationship In Cooperation In The Sale Of Agricultural Products

With the acceleration of economic globalization and world integration,the development and reform of agricultural supply chains,and the internal and external environment facing the promotion of cooperation in the sale of agricultural products are becoming more and more complex and changeable.Because agricultural products have the characteristics of easy to produce,perishable and large-scale production,and the agricultural product shippers and agents in the process of agricultural product sales cooperation will adopt opportunistic means in the process of cooperation,a series of problems will be derived in the process of cooperation and sale of agricultural products.In the process of cooperation in the sale of agricultural products,only on the basis of trust can we effectively control various costs and expenses,trust is a very complex human social and psychological phenomenon,including many levels and angles.The importance of trust has been recognized by researchers on many fronts,mainly in reducing the cost of trade production,streamlining group decision-making,minimizing opportunistic actions,and improving the relationship between cooperative participants.At present,there is not much research in China on the issue of trust in the cooperation of agricultural products on behalf of the seller.Therefore,it is necessary to study the relationship of trust in the cooperation of agricultural product sales.This paper studies the influencing factors of the trust relationship in the cooperation of agricultural product sales,and finds out which factors are key to the establishment and development of the trust relationship in the cooperation,and thus provides a number of suggestions,which is of great significance for reducing the opportunistic behavior of agricultural product shippers and consignees in cooperation,reducing transaction efficiency,improving the implementation effect of agricultural product sales cooperation,and promoting the development of agricultural product marketing channels.In this paper,based on the theoretical premise of transaction cost,social network,game theory,etc.,we specifically study the cooperation of agricultural product sales,comprehensively analyze the factors related to trust,and create a related theoretical model under the premise of two aspects,and formulate 12 hypotheses for research.Design questionnaire,introduce six main impact factors and two trust dimensions to the questionnaire,collect questionnaire data through distribution,combine structural equation models,and effectively verify theoretical models.At the same time,in the verification stage,the SPSS software is used to carry out descriptive statistics and reliability analysis,and to use AMOS to describe the model of structural equations.Through the analysis of the main conclusions,it can be clearly found that some of the hypotheses proposed in the theoretical research section of this paper have been fully confirmed,and there is a relatively good fit between the actual observation data results and the theoretical research model,and the theoretical research model is accepted.From the perspective of reliability and trust,in the whole process of trust establishment,the influencing factors of the trust relationship in the cooperation of agricultural product sales are ranked according to the size of the influence,such as ability,system guarantee,dependence,reputation,information sharing,and cooperation experience;from the perspective of the goodwill level of trust,in the process of trust relationship construction,the influencing factors of the trust relationship in the cooperation of agricultural product sales are arranged according to the level of influence,according to the level of influence,the ability,system guarantee and dependence,reputation,information sharing,and cooperation experience.Finally,based on the results of the analysis in this paper,policy recommendations are proposed.