The Research On Mental Path Of Farmers’ Willingness To Buy Brand Agricultural Materials Products

At present China’s agricultural materials market varies greatly, and the well-known agricultural brands are quite lacking. Compared with developed countries, the brand construction of agricultural materials in our country still has a relatively obvious gap. On the one hand, farmers’ agricultural brand awareness is relatively weak, on the other hand, agricultural production enterprises often overlook the operation and enhancement of the brand’s "soft power", less of them cultivate agricultural brand from the long-term consideration. So the problems of agricultural brand building can not be ignored. As the direct users, farmers occupy a crucial position in the process of agricultural brand building. Only to get the recognition and trust of the farmers, brand can really play an effectiveness role. Therefore, based on Agricultural Brand Perception—Brand Trust—Brand Commitment, the paper will explore the mental course of agricultural brand promiseas from the perspective of farmers, so as to provide a theoretical basis for the cultivation of strong agricultural brand.Based on relevant research results at home and abroad, and combined with farmers’ personality traits and the specific purchase and sale environment of agricultural materials, we build a mental path research model on farmers’ willingness to buy agricultural brand products, taking the farmers from some areas of Hubei Province (mainly concentrated in the the Jianghan Plain) and Henan Province where agriculture is more developed for research object, and using in-depth interviews, field questionnaire survey to collect first-hand data, analyzing the285valid questionnaires by SPSS17.0statistical software to examine the model. The main conclusions drawn are as follows:(1) Agricultural brand perception can be divided into four dimensions:brand reputation, perceived quality, perceived service and perceived economy; Agricultural brand trust consists of goodwill trust and capacity trust; Agricultural brand commitment includes affective commitment and calculative commitment.(2) In the main effect on psychological path of farmers’ willingness to buy agricultural brand products, only Perceived Economy—Goodwill Trust—Calculative Commitment relationship has not been verified. In addition, the path relations of all dimensions (Agricultural Brand Perception—Brand Trust—Brand Commitment) receive empirical support.(3) The effect of brand reputation, perceived quality on affective commitment is partially mediated by goodwill trust; Capacity trust plays partly mediating effect between brand reputation, perceived quality, perceived economy and affective commitment, and fully mediates the relationship between perceived service and affective commitment; The effect of perceived service, perceived economy on calculative commitment is partially mediated by capacity trust.(4) Farmers’ trust tendency can significantly enhance the positive effect of brand reputation, perceived quality on goodwill trust; Agricultural retailer recommendation plays a significant role in strengthening the positive impact of goodwill trust, capacity trust on affective commitment.Finally, on the basis of the above main conclusion, the paper puts forward some suggestions on the cultivation and construction of agricultural brand for the production enterprises and correlative government departments.