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

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 Elaboration Likelihood Model (ELM) and Expectation Confirmation Theory (ECT) is proposed to explore the antecedent factors and the forming process of the agro-products consumer initial trust in the s-commerce environment. Finally, the further research design is simply planned for the future.