收储制度改革后玉米种植户销售意愿影响因素分析  

Analysis on the Influencing Factors of Maize Growers’ Sales Intention after the Reform of Storage System

作　　者：高艳[1] 王媛 刘晓晶[1] 刘永悦[1] GAO Yan;WANG Yuan;LIU Xiao-jing(College of Economics & Management, Heilongjiang Bayi Agricultural University, Daqing, Heilongjiang 163319)

机构地区：[1]黑龙江八一农垦大学经济管理学院

出　　处：《安徽农业科学》2019年第18期236-242,共7页Journal of Anhui Agricultural Sciences

基　　金：国家社会基金项目(17BJY118)

摘　　要：基于计划行为理论,利用辽宁省玉米主产区346个农户调查数据,运用结构方程模型进行玉米种植户销售意愿及对收储企业销售忠诚度的影响因素分析。结果表明:种植户销售意愿、收储企业提供的服务环节、服务质量及种植户对收储企业总体的满意度均对农户的销售忠诚度有显著的正向影响。Based on the theory of planning behavior and the investigation data of 346 farmers in the main corn producing area of Liaoning Province, this paper analyzed the factors influencing the sales intention of corn growers and their sales loyalty by using the structural equation model. The results showed that the farmers’ sales willingness, service links, service quality and the overall satisfaction of the farmers had significant positive effects on the farmers’ sales loyalty.

关 键 词：玉米收储制度改革 玉米销售忠诚度 计划行为理论 结构方程模型 

分 类 号：S-9[农业科学]