The Influ Ence Of Confucian Values On Rural Trading Relationship

This study examines Confucian values,primarily the Analects,to explore how sellers and customers form trading relationship under Confucian influence and how Confucianism can be served as-wisdom for the modern marketing.The six important Confucian virtues,benevolence(ren),righteousness(yi),propriety(li),loyalty(zhong),filial piety(xiao)and faithfullness or trust(xin),together with practicing the doctrine of mean(zhong yong)and golden rule of reciprocity are employed to discuss the seller-buyer and buyer-seller relationship.Our model proposes that buyers and sellers will achieve the optimal relationship status if the seller-buyer is harmonious with buyer-seller relationship.Because the different benefits,the core of Confucian values is different for seller and buyer,the seller think the reputation is the core value more,but the buyer think the benevolence is the core value,the logic of the Confucian values impact relationship is not same for them.We build the model of Confucian values and relationship harmony based on these reasons.In other words,the relationship between sellers and buyers is optimal if the benevolence(ren)perceived by buyers and the fairness or goodwill(ren)offered by sellers are matched and maximized,and they follow the "righteousness(yi),propriety(li)"(trading order),and become the—loyalty(zhong),filial piety(xiao)buyer,then they trust(xin)the credibility or reputation(xin)of sellers.When consumers feel the Confucian values are different from each other,mutual relations will be evaluated,finally,forming a harmonious relationship when the evaluation is consistent.