Corpus ID: 29340737

Agro-products Consumer Initial T rust Formation Mechanism In the Social Commerce Context

  title={Agro-products Consumer Initial T rust Formation Mechanism In the Social Commerce Context},
  author={Yunzhong Cao and Yuanhong Ma},
Since the online agro-products information is difficult to assess, it is critical for consumers to foster consumers’ initial trust in the social commerce (s-commerce) context. On the basis of the existing research, this paper first analyzes the connotation of agro-products communication based on s-commerce. Then, it combines the inherent characteristics of agro-products, and takes the consumer characteristics as the important moderating factors, and a two-stage integration theory model based on… Expand


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