Research On The Factors Influencing The Trust Relationship Between The Main Body Of Agricultural Product Supply Chain

With the acceleration of economic globalization and world integration,the quality of people's lives and lifestyle changes have made the external environment faced by agricultural products companies more complex,and the industrialization of agricultural production and supply chains has emerged as the times require,competition between products or companies Has gradually transformed into competition between their respective supply chains.Due to the special characteristics of agricultural products,such as large output,easy production,and corruption,and the opportunistic behaviors of various entities in the agricultural product supply chain based on their own interests,there will be some problems in the entire agricultural product transaction process.In order to reduce various costs in the process of agricultural products trading,trust plays a very important role.Therefore,this article studies the factors that influence the trust relationship between the main bodies in the agricultural product supply chain to find out which factors are important for the establishment and development of the trust relationship between the main bodies,so as to put forward some suggestions.The subject ' s opportunistic behavior,reducing transaction costs,further improving the operating efficiency of the agricultural product supply chain,and realizing the industrialization of agricultural products are of great significance.This paper takes agricultural product supply chain as the main research object,based on transaction cost,game theory and social network,combined with previous research experience,and discusses in detail the six main influences that affect trust establishment during the initial and development stages of trust relations Factors and based on the two dimensions of trust,12 research hypotheses were proposed and related theoretical models were established.After the establishment of the theoretical model,this article made a questionnaire by summarizing the 6 main influencing factors and two dimensions of trust measurement items,and the questionnaire was issued and collected,and then the collected data was used to verify the structure equation model(SEM)Theoretical model.In the verification process,SPSS22 is used to carry out descriptive statistical analysis and reliability analysis of the data,and the data is characterized by structural equation model through AMOS24.According to the results of the analysis,it can be seen that most of the hypotheses proposed in the theoretical part of this article have been verified.The actual observationdata and the theoretical model have a good degree of fit,and the theoretical model is accepted.From the perspective of the reliability of trust,in the process of trust establishment,the reputation of the agricultural product company and the corporate culture have a greater impact on it,followed by the impact of communication and information sharing,and cooperation experience,followed by institutional guarantees and capabilities(or resources).From the perspective of the goodwill dimension of trust,the dependence of corporate culture,communication and information sharing,ability or resources in the process of trust establishment has a greater impact on it,followed by corporate reputation and cooperation experience.,The impact of institutional guarantees is minimal.Based on the results of the analysis in this paper,policies recommendations are put forward.The main innovations in this article are as follows: First,the research content innovation.This article studies the trust relationship between the main body of the agricultural product supply chain,and innovates the research content.Second,the research method is relatively novel.This article uses structural equation modeling(SEM)for research and has innovative research methods..