| With the rise of " Internet + " and the support of national policies, Electronic commerce of agricultural materials has sprung up rapidly. But limited by the current rural infrastructure and the characteristics of farmers, more agricultural enterprises and electricity business platform and the use of "grassroots promotion","agency purchase”and other channels of development model, that is, in the agricultural end market set up line under the entity service station, to provide farmers with preferential shopping guide,agency purchase,proxy reception, planting technical guidance, pest and disease free consultation and other services, in order to promote agricultural capital in the current existence of more limited end market development. This article will be the most widely known as the “ agency service station" to express the terminal market entity service station.As the ultimate purchaser and user of agricultural products, the farmers’ cognition and evaluation of the agricultural service providers and the willingness to purchase agricultural products through the agent service station directly affect the development of agricultural and commercial enterprises and the choice of their models. Based on the theory of sensory marketing, trust theory, perceptual risk theory and cognitive closure theory, this paper explores the influencing factors of farmers’ willingness to purchase agricultural products through the agency service station combined with the actual situation of agricultural materials e-commerce agency service station. Construct the mechanism model of the influencing factors on the farmers’ willingness to purchase agricultural materials through the agent service station,and the survey data of 310 farmers in Shandong and Henan provinces were used for empirical test.The main conclusions of this paper are as follows:1.Farmers have a certain degree of understanding and cognition of the agricultural materials e-commerce agency service station, and more farmers expressed willingness to purchase agricultural materials through agency service station.The farmer’s education level and the family cultivated land area have a significant influence on willingness of agricultural materials online shopping. The higher the educational level, the stronger the willingness to purchase the agricultural products, but the larger the cultivated land area The lower.2.The sensory experience of the farmers in the agency service station has a significantly influence on the willingness of farmers to online purchase agricultural materials through the agency service station.This article focuses on the sensory experience of visual experience and tactile experience two dimensions.Both the visual experience and tactile experience have a significant positive impact on farmers’willingness to online purchase agricultural materials, and the impact of visual experience on farmer’s willingness to online purchase agricultural materials is greater than that of tactile experience.3.The interpersonal trust of the farmer to the head of the agricultural materials e-commerce agency service station has a significant influence on the willingness of the farmer to online purchase agricultural materials through the agency service station.Interpersonal trust can be divided into competence trust and emotional trust.Both the competence trust and emotional trust have a significant positive impact on farmers’willingness to online purchase materials.4.Farmer’s each dimension of perceived risk (time risk, financial risk, functional risk,service risk) have a significant negative impact on farmers’ willingness to online purchase materials through the agency service station.5.Farmers ’perceived risk of online purchase of agricultural materials through the agency service station has an intermediary effect in the process of the Influence of sensory experience to farmers’ willingness to online purchase agricultural materials. Specific performance as:The perceived time risk has some mediating effect in the influence of the visual experience on farmers’ willingness to online purchase agricultural materials.The perceived financial risk has some mediating effect in the influence of the tactile experience on farmers’ willingness to online purchase agricultural materials.The perceived functional risk has some mediating effect in the influence of the tactile experience on farmers’ willingness to online purchase agricultural materials.6.Farmers ’perceived risk of online purchase of agricultural materials through the agency service station has an intermediary effect in the process of the Influence of interpersonal trust to farmers’ willingness to online purchase agricultural materials.Specific performance as:The perceived time risk has some mediating effect in the influence of the competence trust on farmers’ willingness to online purchase agricultural materials.The perceived time risk has some mediating effect in the influence of the emotional trust on farmers’ willingness to online purchase agricultural materials.The perceived financial risk has some mediating effect in the influence of the emotional trust on farmers’ willingness to online purchase agricultural materials.The perceived functional risk has some mediating effect in the influence of the competence trust on farmers’ willingness to online purchase agricultural materials.The perceived functional risk has some mediating effect in the influence of the emotional trust on farmers’ willingness to online purchase agricultural materials.The perceived service risk has some mediating effect in the influence of the competence trust on farmers’ willingness to online purchase agricultural materials.The perceived service risk has some mediating effect in the influence of the emotional trust on farmers’ willingness to online purchase agricultural materials.7. The Need for Cognitive Closure has a significant strengthened regulatory effect in the negative impact of visual experience to perceived time risk.The Need for Cognitive Closure has a significant strengthened regulatory effect in the negative impact of competence trust to perceived service risk.The Need for Cognitive Closure has a significant strengthened regulatory effect in the negative impact of emotional trust to perceive financial risk. The Need for Cognitive Closure has a significant strengthened regulatory effect in the negative impact of emotional trust to perceived service risk.The Need for Cognitive Closure has a significant strengthened regulatory effect in the negative impact of emotional trust to perceived functional risk. |
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