电商采纳与农民合作社内部信任

电商采纳使合作社被嵌入进新资源与技术环境之中。在电商情境下,合作社电商采纳通过提升社员与合作社交易忠诚度、增多社员与合作社交易环节来增强合作社内部人际信任;通过增强社员对信息技术的信任、促进合作社推广新型农业技术来增强合作社内部技术信任;通过促进合作社完善制度建设、建立公平机制来增强合作社制度信任。人际信任、技术信任和制度信任构成了合作社稳定的信任"三角架构",建构了合作社内部信任的混合治理机制,其中,技术信任起到调节作用,其在有效促进人际信任向制度信任转化的同时,既能避免人际信任浓度被过分稀释,又能保障在合作社信任结构中制度信任的演进方向。

On the Adoption of E-commerce and Internal Trust of Cooperatives

E-commerce adoption enables cooperatives to be embedded in new resources and technology environment.In the context of e-commerce,cooperative e-commerce adoption promotes interpersonal trust in cooperatives by increasing the transaction loyalty and transaction times between cooperatives and their members,enhances technical trust in cooperatives by improving members’trust in information technology and advancing new agricultural technology and boosts institutional trust by improving institutional construction and establishing fair mechanism in cooperatives.Interpersonal trust,technical trust and institutional trust constitute a stable"triangle structure"of trust and construct a mixed governance mechanism of trust in cooperatives.Among them,technical trust plays a regulatory role,which can effectively promote the transfer of interpersonal trust to institutional trust,avoiding the over dilution of interpersonal trust concentration and guaranteeing the evolution of institutional trust in cooperatives.