中文摘要：

从社会距离和空间距离交互形成的心理距离情境视角出发,运用案例研究和定量研究相结合的实证方法,归纳了不同心理距离情境下农户选择农资零售店时的初始信任客体,揭示了心理距离情境和农户初始信任之间的中介机制。研究表明：在社会距离远、空间距离远的心理距离情境1下,农户的初始信任是基于经济理性的产品品牌信任,认知系统信息处理模式在心理距离情境和农户初始产品品牌信任之间发挥中介作用;在社会距离近、空间距离近的心理距离情境3下,农户的初始信任是基于人情的零售商信任,情感系统信息处理模式在心理距离情境和农户初始零售商信任之间发挥中介作用;在社会距离远、空间距离近的心理距离情境4下,农户的初始信任是基于近地理位置属性的零售店信任,直觉系统信息处理模式在心理距离情境和农户初始零售店信任之间发挥中介作用。

英文摘要：

Starting from the psychological distance situations including social distance and spatial distance, and using exploratory case study and quantitative research method, this study summarizes the initial trust of farmers when they choose agricultural materials retailers under different psychologi- cal distance situations, reveals the mediation mechanism between psychological distance situations and farmers＇ initial trust. It shows that in the situation 1, farmer＇s initial trust is product brand trust based on economic rationality, cognitive system information processing mode plays a role of intermedi- ary; in the situation 3, farmer＇s initial trust is retailer trust based on＂renqing＂, emotional system in- formation processing mode is intermediary variable＇s in the situation4, farmer＇s initial trust is store trust based on geographic location, intuition system information processing mode plays an intermediary role.