农户农资产品锁定购买行为形成机理的实证研究——基于山东省、湖北省和四川省的差异分析  

Formation Mechanism of Farmer's Lock-in Purchasing Behavior of Agricultural Material Products:Based on the Difference Analysis of Shandong,Hubei and Sichuan Provinces

作　　者：孙娟 李艳军[2,3] 

机构地区：[1]南昌大学经济管理学院,南昌330031 [2]华中农业大学经济管理学院,武汉430070 [3]湖北农村发展研究中心,武汉430070

出　　处：《管理评论》2018年第2期146-158,共13页Management Review

基　　金：国家自然科学基金项目(71273102);教育部人文社科规划基金项目(17YJA790051)

摘　　要：本文将农资交易市场中农户锁定购买行为划分为品牌锁定和零售店锁定两种模式,重点从情境因素构建了农户农资产品锁定购买行为形成的机理模型,并运用山东、湖北和四川三省农户调研数据进行实证检验,比较了不同锁定购买行为之间和同一锁定购买行为在不同区域之间的差异。研究表明:品牌感知价值、零售店感知形象对农户锁定购买行为具有直接影响,并通过感知差异化和交易依赖关系而产生间接影响;人情关系质量能显著正向影响零售店锁定购买行为;社会规范均能正向调节品牌感知价值与品牌锁定购买行为、零售店感知形象与零售店锁定购买行为之间的关系。此外,不同区域农户锁定购买行为模式与形成路径存有差异。山东省农户表现为低品牌锁定、低零售店锁定的购买行为模式,直接因素的影响效应较大;湖北省农户表现为低品牌锁定、高零售店锁定的购买行为模式,直接因素和情境因素的影响效应均较大;四川省农户表现为高品牌锁定、高零售店锁定的购买行为模式,情境因素的影响效应较大。We divide farmers＇ lock-in purchasing behavior pattern in agricultural material products market into lock-in brand purchasing behavior and lock-in store purchasing behavior,construct the formation mechanism model of farmer＇s lock-in purchasing behavior of agricultural material products mainly from the perspective of situational factors,empirically test this model by investigating farmers from Shandong,Hubei and Sichuan provinces and compare the differences between two lock-in purchasing behavior and between three regions of the same lock-in purchasing behavior. The research shows that： Brand perceived value and retail perceived image have direct and indirect effects on farmers＇ lock-in purchasing behavior,and both the indirect effects are generated by a positive impact by the mediating function of perceived differentiation and trade dependency; the quality of human relationship has a positive impact on lock-in store purchasing behavior; social norms could positively regulates both the relationships between brand perceived value and lock-in brand purchasing behavior and the relationships between retail perceived image and lock-in store purchasing behavior. In addition,there are significant differences of lock-in purchasing behaviors＇ impact pathways and behavior mode among different regions. farmers in Shandong province behave as lower lock-in brand purchasing behavior and lower lock-in store purchasing behavior,the direct factors have a greater impact; farmers in Hubei province behave as lower lock-in brand purchasing behavior and higher lock-in store purchasing behavior,the direct factors and situational factors both have a great impact; farmers in Sichuan province behave as higher lock-in brand purchasing behavior and higher lock-in store purchasing behavior,and the situational factors have a greater impact.

关 键 词：锁定购买行为 形成机理 农资产品 

分 类 号：F324.6[经济管理—产业经济] F713.55