Research On The Impact Of Social Network And Social Trust On The Marketing Performance Of Agricultural Loans

Agriculture-related loans play an important role in solving the financing dilemma of small and micro enterprises,promoting rural economic development and helping rural revitalization.However,in reality,the rural financial supply is obviously insufficient,and the loan information asymmetry in the overall rural market has seriously become an obstacle to the promotion of agriculture-related loans.Information acquisition in rural areas is mainly based on rural human relations.Therefore,social network and social trust are important ways to improve the performance of agriculture related credit marketing.In the past,most researches on agriculture-related marketing have studied the factors affecting the availability of credit from the perspective of farmers or agriculture-related enterprises and other credit demanders.However,this study does the opposite.From the perspective of the credit supply side,it studies the factors affecting the loan amount of the loan officers of rural financial institutions,and responds to the call for the country’s supply-side reforms.Based on this,this paper takes loan officers from rural financial institutions in Fujian Province as the survey object,uses structural equation modeling and Bootstrap intermediary test method to study the impact of social network and social trust on the marketing performance of agricultural credit.This study draws the following conclusions:(1)social network has a significant positive impact on the marketing performance of agricultural loans.(2)Information exchange plays an intermediary role in the impact of social network on the marketing performance of agricultural loans.Among them,customer information exchange plays a part of the intermediary role in the impact of social network on the marketing performance of agricultural loans.Colleague information exchange plays a part of intermediary role in the influence of social network on the marketing performance of agricultural loans.(3)Social trust has a significant positive impact on the marketing performance of agricultural loans.(4)Information exchange plays an intermediary role in the influence of social trust on the marketing performance of agricultural loans.Among them,customer information exchange plays an intermediary role in the influence of social trust on agricultural loan marketing performance.Colleague information exchange plays an intermediary role in the influence of social trust on agricultural loan marketing performance.Combining the above research conclusions,this article proposes targeted countermeasures to promote the improvement of agricultural-related credit marketing performance,with a view to providing reference suggestions for alleviating the difficulties of agricultural business entities in lending and promoting the improvement of agricultural-related loan marketing performance.