如何建立社区支持农业中的消费者信任——惠州四季分享有机农场的个案研究
How to Build Consumers’ Trust in Community Supported Agriculture——The Case of Four Seasons Share Organic Farm in Huizhou, Guangdong Province

信任对 CSA 经济的可持续至关重要。 文章基于信任建立过程和信任发展的阶段性理论,通过单案例的研究方法探讨如何构建社区支持农业中的消费者信任。 研究结果表明:消费者信任的建立分为初始信任与持续信任两个阶段。 在潜在消费者的初始信任阶段,直接或间接关系、公开的信息、农 场主特征和消费体验会引发消费者的计算过程、转移过程、预测过程、意图过程和能力过程而建立消费 者初始信任。 在会员的持续信任阶段,用户体验和社会联系会引发消费者的预测过程和意图过程而维 持会员对农场的信任。
Trust is crucial to the sustainability of the CSA economy. Based on the literatures of trust-building process and trust stages, this paper aims to explore how to build consumers’ trust in Community Supported Agriculture(CSA) through a single case study method. The findings indicate that the establishment of consumer trust is divided into two stages: initial trust and ongoing trust. In potential consumers’ initial trust stage, direct or indirect relationship, open information, the characteristics of famers, and consumption experience can invoke consumers’ calculative-based trust, capability-based trust, prediction-based trust, transference-based trust and intentionality-based trust. In members’ ongoing trust stage, user experience and social contact can arouse consumers’ prediction-based trust and intentionality-based trust.