The Impact Research Of Interpersonal Relationship And Trust Upon Repurchase Intention Of Agricultural Materials

Pesticides,seeds,fertilizer and other agricultural material products are the basis of agricultural production,agricultural product's safety and the increase of farmers' income;at the same time,they are also essential factors of production in agricultural development.Therefore,agricultural materials market has attracted many retailers to fight for the market share.Combined with the open agricultural material market,more and more retailers are joining in it,which results in the increasingly fierce competition between agricultural materials retailers.According to the practice experience of marketing,the cost of attracting a new customer tends to be 5 times comparing to maintain an old customer.From this perspective,maintaining and developing long-term relationships with farmers has become the most important content of agricultural material marketing.The aim and the lifeline for retailers is to improve the sales performance,and how to gain customers' s repurchase intention is the most important way to reach the goal for winning the sustainable competitive advantage.In Chinese commercial relationship,puechase begins with interpersonal relationship,and trust decides whether a long-term cooperation can exists.Based on the pesticides,fertilizer,seeds and other agricultural material product marketing,we try to reveal the impact of interpersonal relationship,trust between farmers and agricultural materials retailers upon repurchase intention,and the moderating effect of dynamic environment in the process of buying and selling.Empirical tests were conducted based on the investigation data of 578 farmers in eastern,central and western regions.The results show that interpersonal relationship and trust positively affect the repurchase intention of agricultural materials while instrumental values has negative effect.Moreover,competitive intensity has negatively moderating affect between trust and repurchase intention while demand uncertainty has no significant moderating effect.This paper indicates agricultural materials retailers should pay more attention to establish,develop and maintain a favorable personal relationship with the farmers and increase farmer's trust in agricultural material product marketing to encourage them to purchase products repeatedly.At the same time,retailers need to baware market competition which can bring negative effect.