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Indexed by:期刊论文

Date of Publication:2014-01-01

Journal:ICIC Express Letters

Included Journals:EI

Volume:8

Issue:3

Page Number:927-933

ISSN No.:1881803X

Abstract:Chinese E-commerce develops flourishingly in recent years. However, agriculture means of production (AMP) E-commerce companies are still trapped in a low selling situation. The main reason is lack of farmers' trust, supported by 2011 Rural E-commerce Investigation Report of China. Farmers' trust can be established by word of mouth, but trust transitivity through farmers can hardly be observed or predicted, due to the low Internet penetration in rural areas. In this paper, we propose a trust transitivity model of farmers for online purchasing AMP. The model is established based on the analysis of farmers' trust behavior. The model can express farmers' different perceived trust in the same recommendation, reflect the subjectivity and conservative characteristics of farmers' trust. The model can also simulate the special process of farmers' trust formation. It can be used to predict the propagation of trust in farmers' social networks, thus is useful for AMP E-commerce companies to make marketing strategy. The model can also be expanded to explore consumers' decision making mechanism of purchasing risky commodities in online social networks. ? 2014 ICIC International.