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本文从不同社区信任源的视角出发,探究和比较了社区感知、社区信任对农户品牌行为的不同影响。研究表明:社区感知对农户品牌行为有直接的影响作用,且社区感知会通过社区信任而对农户品牌行为产生显著影响;品牌感知对品牌信任、零售商信任和农户信任具有显著的积极影响,互动感知对零售商信任和农户信任存在显著的正向影响,但对品牌信任的影响并不显著;社区信任对农户品牌行为产生显著的积极影响,其中品牌信任对农户品牌忠诚和口碑传播意愿的影响作用均最大,零售商信任对品牌忠诚行为的影响高于农户信任,而农户信任对口碑传播意愿的影响高于零售商信任;转换成本能正向调节品牌感知与品牌忠诚之间的关系,社会规范也能正向调节互动感知与口碑传播意愿之间的关系。
From the perspective of different community sources of trust, this paper explores and compares the different influences of community perception and community trust on brand behavior of farmers. The research shows that community perception has a direct impact on farmer’s brand behavior, and community perception has a significant impact on farmer’s brand behavior through community trust. Brand perception has a significant positive impact on brand trust, retailer trust and farmer trust, and interaction Perception has a significant positive impact on retailer trust and farmer trust, but it has no significant effect on brand trust. Community trust has a significant positive impact on farmer’s brand behavior, of which brand trust has an impact on farmer’s brand loyalty and WOM The effect of retailer trust on brand loyalty is higher than the trust of farmers, while the influence of farmer trust on WOM will be higher than the trust of retailers; the cost of conversion can positively regulate the relationship between brand perception and brand loyalty, Norms can also positively regulate the relationship between interaction perception and word of mouth communication.