The Study Of How Farmer’s Purchasing Attitude To The Countryside Products Impact Their Purchasing Intention

In order to deal with the international financial crisis, and actively expand domesticdemand, since February1,2009, our country’s implementation of the four years of "homeappliances to the countryside" policy has officially ended in January this year, and how thepolicy implementation effect eventually? Did four years of "home appliances to thecountryside" policy have any implications on other countries to the countryside policy?This is of particular concern to the party and the government. As we all know, whether thepolicy can obtain the desired effect, depends on the farmers purchase attitude towards thecountryside electrical appliances, as well as the resulting response behavior. So whatfarmers attitude to home appliances to the countryside and what factors affect the attitudeof farmers? How is the influence degree? what relation of Farmers purchase intention inthe countryside electrical appliances and their attitude? How will it affect formationmechanism of farmers’ attitude on its purchase intention? Scientific judging these problemshas vital significance to judge the necessity of existence of the government policy "homeappliances to the countryside", and how to construct the long-term mechanism of ruralpolicy.This paper choose five factors: convenience, policy cognition, group consistent, faceconsciousness and infrastructure as the influence factors of farmers’ attitude to thecountryside home appliances, and use farmers attitude as the intermediary variables toconstruct the theoretical model of attitude intermediary role on purchase intentions.Selected farmers in jiangxi province as investigation object, integrated use SPSS statisticalanalysis to study intermediary role of farmers’ attitude on purchase intentions, andfollowing is the research conclusions:(1)Convenience factor have significant positive influence to farmers attitude to thecountryside electrical appliances and purchase intention.(2)Policy Cognitive have significant positive impact to farmers attitude to thecountryside electrical appliances and purchase intention.(3)Group Consistent have significant positive influence to farmers attitude to thecountryside electrical appliances and purchase intention.(4)Face Consciousness have significant positive influence to farmers attitude to thecountryside electrical appliances and purchase intention.(5) Infrastructure have significant positive influence to farmers attitude to thecountryside electrical appliances and purchase intention.(6) Farmers’ attitude to the countryside home appliances have significant positiveinfluence on its intention to buy, it is the intermediary variables to determine farmers’purchase intentions the countryside home appliances.(7)Farmers’ individual characteristics of the age, cultural level, family income have aregulating effect on peasant household’s attitude to the countryside home appliances, andthe gender attitudes do not affect its adjustment. In this paper, based on the above research conclusion, has been clear about the mediationrole of farmers’ attitude to purchase intention, and also provide the following policyrecommendations to the government and the enterprise.(1)From the perspective of the convenience, simplify the subsidies cash flow, it will bemore convenient for farmers to buy countryside home appliances and the subsidiespayment will be more timely.(2)From the farmers policy cognitive, the government should create favorableconsumption environment for farmers consumer and unimpeded farmers consumersubsidies channels, providing a more flexible way of subsidies, as well as intensify policypropaganda, strengthen the targeted publicity.(3)From the point of group consistent and face consciousness, enterprises can cultivate"consumer guide" to bring rational demonstration effect, and then promote the ruralconsumption.(4)From the infrastructure of rural, strengthen rural infrastructure construction is thepositive reinforcement to promote the achievements of "home appliances to thecountryside".