Table 8.
Table of principal component analysis of consumer trust.
| Specific indicator | Mean | Standard deviation | |
|---|---|---|---|
| Industry subject trust | Farmer trust | 3.23 | 0.86 |
| Corporate trust | 3.04 | 0.82 | |
| External subject trust | Industry association Trust | 3.43 | 0.93 |
| News media trust | 3.47 | 0.88 | |
| Sales platform trust | 3.39 | 0.93 | |
| Government trust | 3.9 | 0.95 | |
| e | Expert trust | 3.68 | 1.04 |
| Information form trust | Text trust | 3.66 | 0.91 |
| Picture trust | 3.6 | 0.93 | |
| Video trust | 3.72 | 0.93 | |
| Commentary trust | 3.76 | 0.92 | |
| Real-time interactive trust | 4.01 | 0.89 | |
| Information content trust | Environmental information trust | 4 | 0.94 |
| Input information trust | 3.97 | 0.99 | |
| Certification information trust | 3.86 | 0.97 | |
| Sampling information trust | 3.99 | 0.98 | |
| Credit information trust | 3.67 | 0.98 | |
| Third-party information trust | 3.679 | 0.98 | |
| Sales platform information trust | 3.5 | 1 |