惠农政策对农户“下乡产品”购买意向影响的实证分析——基于江西省家电下乡的调研  

Empirical Analysis on the Influence of Preferential Policy to Farmers on Their Purchase Intention of Products to Countryside——Based on Farmer Households of Jiangxi Province

作　　者：郭锦墉[1] 石华平[2] 

机构地区：[1]江西农业大学经济管理学院,南昌330045 [2]四川省档案局科学技术研究所,成都610031

出　　处：《中国农学通报》2014年第2期141-150,共10页Chinese Agricultural Science Bulletin

基　　金：国家自然科学基金项目(71063008);教育部人文社科项目(10YJC630227);江西省软科学项目(2010DR00802)

摘　　要：意向是行为的先导,它比意愿更能预测行为。探明消费者购买意向形成的内在规律有利于更好地引导消费者消费。意向是诸多因素共同作用的结果,国家的惠农政策作为一项外部刺激因素,对农户"下乡产品"的购买意向显然具有重要影响。以江西省家电下乡的调研数据为基础,运用结构方程模型分析了家电下乡政策对农户"下乡家电"购买意向的影响机理。研究结果表明:补贴品种、补贴比例、补贴方式、补贴限制和市场监管等政策,对农户"下乡家电"的购买意向都产生了影响,但是各自的影响程度不一;农户对政策的了解程度、农户家庭特征以及农户所在地基础设施,对农户"下乡家电"的购买意向都产生了一定程度的调节作用。基于此,提出了"适当增加补贴品种、提高补贴比例,政策制定要兼顾地区差异性,加强监管,完善农村消费环境"等相关政策建议。Intention is the forerunner of behavior. It can predict the behavior better than will. Exploring the inner formation rules of intention can better guide consumers to buy. Intention is the interactive result of various factors. Preferential Policy to Farmers, as an external stimulus, obviously has a great influence on farmer households＇ purchase intention of Products to countryside. This paper, based on the research data of farmers in Jiangxi province, uses the Structural Equation Modeling to analyze the influence mechanism about the home-appliances-to- countryside policy on farmer households＇ purchase intention of home appliances to countryside. The results of the study show that： the policies about subsidy kinds of products, subsidy proportion, subsidy limit, subsidy way and subsidy supervision all have effects on farmer households＇ purchase intention, but their influence degree is different. Their understanding degree of the policies, their family characteristics and their local infrastructure play a certain role in adjusting their purchase intention of home appliances to countryside. Based on this, the paper puts forward some relevant suggestions in policy such as increasing subsidy kinds of products, enhancing subsidy proportion, giving consideration to regionaldifferences when making a policy, intensifying supervision, perfecting rural consumption environment and so on.

关 键 词：惠农政策 下乡产品 农户 购买意向 结构方程模型 

分 类 号：F328[经济管理—产业经济]