Research Results from Chizhou University Update Understanding of Food and Agribusiness Management (How to build trust on entertaining farm stay in sharing economy? Trust formation and its impact on repurchase intention).

A recent study conducted by Chizhou University explores the trust-building mechanisms in the emerging sector of entertaining farm stays in the sharing economy in China. The study utilized data from 527 experienced tourists and found that factors such as system quality, information quality, and service quality significantly influence trust. Additionally, electronic word-of-mouth and media richness positively affect perceived usefulness and trust. The research provides theoretical guidance for trust building in the entertaining farm stay market and extends the understanding of consumer trust in the sharing economy. [Extracted from the article]