Study on the influence mechanism of farmers’ social network on their willingness to online purchase agricultural materials

Based on social network theory，this study constructed the farmer agricultural capital formation mechanism model of online shopping intention，analysesed the influence of farmers network centricity on its agricultural materials online shopping intention and the differences of different online mode. The results showed that the centrality of farmers' social network significantly affected their online shopping intention. But the influence of the network in two different online shopping modes was reversed. At the service station，under the mode of ordering，the negative influence of the network affected the farmers' willingness to purchase agricultural resources through the agent station. Under the mode of independent online shopping，the network centrality positively influenced the willingness of online shopping. In addition，retailers' trust and brand trust played a mediating role between the psychological nature of the network and the intention of online shopping. The government supported the positive regulation between transaction trust and the willingness of farmers to buy and sell online. The research results of this paper had great practical significance for the government to implement the relevant policies of agro-e-commerce and to formulate marketing strategies for agricultural material enterprises.