| The group purchasing of agricultural production materials refers to the behavior of farmers in the form of group buying agricultural production materials from agricultural producers with a lower price than marketing.Related to the traditional "alone" in the form of agricultural production materials purchasing behavior,the agricultural group buying is a new type of agricultural production materials purchasing behavior,it not only allows farmers to enjoy the price concessions and more benefits,but also helps agricultural suppliers to save more cost of marketing and service.So the agricultural production materials group purchasing is popular in farmers and agricultural production materials suppliers in many areas.Some agricultural enterprises and distributors have launched a variety of agricultural production materials group purchasing activities for farmers.At present,there are two kinds of forms of agricultural buyout,which are the group purchase of farmers’ spontaneous organizations and the group purchase by specialized organizations.In view of the current agricultural production materials group purchasing behavior,this study based on customer perceived value and interpersonal trust perspective,to build a model of agricultural production materials group purchasing behavior formation mechanism,and through the Shandong Province and Hunan Province,altogether 5 City 30 village 320 farmers survey data for empirical testing,to explore Agricultural production materials group purchasing behavior mechanism.Research shows:(1)The perceived value has a significant positive impact on farmers’ agricultural group purchasing behavior.That farmers believe that the group purchase of agricultural products than their own purchase of agricultural products to obtain a higher value,so the willingness to participate purchase group is stronger.Parasuraman(1997)believes that customer perceived value includes acquisition value,transaction value,using value and redemption value.So customer purchase value is a process concept.Previous studies have shown that when the customer perceived value is higher,the stronger the customer participation behavior,the stronger the purchase intention.The reason why farmers buy agricultural products through the group purchase form,is not only getting more quality assurance products,but also get a more favorable price and a more convenient service through the group purchasing of agricultural resources.And because agricultural products have the characteristics of experience goods,farmers do not know the quality before using,therefore,farmers attach great importance to the agricultural products after-sales rights.If the fake products caused production losses,compared to individual to claim compensation,the collective rights of agricultural production materials group purchasing is more advantageous.The whole process of agricultural materials group purchasing reflects the farmers’ perceived value.He and Pan Yongtao(2015)found that customer perceived value has a direct and positive influence on behavior intention.However,the study found that the perceived value of farmers in the service did not pass the study of the test,the results show that the assumption that farmers perceived service has a positive impact on agricultural production materials group purchasing behavior is not significant.This may exist for two reasons: on the one hand,this may be related to the initial motivation of farmers to join the agricultural production materials group purchasing organization,compared to the services brought by the purchase of agricultural resources,farmers are more inclined to choose the actual price concessions and the convenience of the purchase on the convenience;on the other hand,it may also be related to farmers feeling of the actual quality of service,from the author’s actual research situation,whether it is spontaneous organization or specialized organizations,farmers are not enjoy better delivery services and technical services,so farmers’ service expectations is decline,naturally service will not be the main factor of perceived value.(2)Interpersonal trust has a significant moderating effect on the perceived value of farmers and the behavior of agricultural group buying,and in different types of group buying,interpersonal trust is not the same as the effect of farmers’ purchasing behavior.Interpersonal trust plays a significant role in regulating the value of farmers’ perceived value and agricultural buyout.This is mainly due to the fact that interpersonal trust has a more general existence than institutional trust in the relatively closed environment of rural society and involves villagers’ all aspects of social life.Farmers in the procurement of agricultural materials,interpersonal trust is the main factor on their consideration,the Agricultural production materials group purchasing behavior is also the case.Moreover,in the different form of agricultural buyout,relative to the special organization of the agricultural group purchase,emotional trust in the spontaneous organization plays a significant role in regulating the value of farmers’ perceived value and agricultural buyout;related to spontaneous The organization of agricultural buy,cognitive trust in the specialized organizations plays a significant role in regulating the value of farmers’ perceived value and agricultural buyout.This is mainly because the specialized organizations to carry out more by the farmer’s professional cooperatives and the village committee to take the lead,farmers’ trust for cooperatives and the village committee’s is mainly based on their usual ability,reliability,reputation and experience,more rational.The farmer spontaneously carried out more by the close relatives,friends and neighbors,farmers’ trust for them mainly based on their feelings,the degree of communication and relatively speaking,it’s more emotional.(3)The education level and family farming area have a significant positive impact on farmers’ group purchase behavior.The higher education level of the respondents,the more arable land in the family,the stronger the behavior of agricultural production materials group buying.In terms of culture,it is generally thought that the higher the level of education,the stronger ability of people to accept new things,and therefore the more innovative they will be.However the lower the level of education,the less likely they will be to learn new things,and their innovation will be weaker.Midgley and Dowing(1978)argue that consumers have an innovative individual feature that is often found by all members of society;it is noteworthy that the acceptance of new ideas is also an innovative act.In recent years,with the development of market economy,the acceleration of rural land circulation and the support of national policies,farmers’ group purchase behavior is a kind of innovation behavioral compared to the traditional agricultural production materials purchasing behavior.For this new way of buying,the higher education level of farmers,the ability to accept new things will be strong,farmers will have a stronger agricultural materials group purchasing behavior,but the lower education level of farmers are more wait-and-see attitude.In terms of the area of cultivated land,large agricultural households have more characteristics of production organizers,more rational and less perceptive in their agricultural materials purchasing behavior(Jia Yang Di,Li Yanjun,2015).Therefore,because of the economic considerations,large-scale cultivation of farmers will be even more cautious and rational in the purchase of agricultural products,but also pay more attention to the cost-effective,thus agricultural materials group purchasing will be more favored. |
PDF Full Text Request