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

摘要/Abstract

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。

关键词: 锁定购买行为, 形成机理, 农资产品

Abstract:

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 ag-ricultural 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 indi-rect 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 pur-chasing behavior; social norms could positively regulates both the relationships between brand perceived value and lock-in brand purcha-sing behavior and the relationships between retail perceived image and lock-in store purchasing behavior. In addition, there are signifi-cant differences of lock-in purchasing behaviors' impact pathways and behavior mode among different regions. farmers in Shandong prov-ince behave as lower lock-in brand purchasing behavior and lower lock-in store purchasing behavior, the direct factors have a greater im-pact; farmers in Hubei province behave as lower lock-in brand purchasing behavior and higher lock-in store purchasing behavior, the di-rect factors and situational factors both have a great impact; farmers in Sichuan province behave as higher lock-in brand purchasing be-havior and higher lock-in store purchasing behavior, and the situational factors have a greater impact.

Key words: lock-in purchasing behavior, formation mechanism, agricultural material product

孙娟, 李艳军. 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[J]. , 2018, 30(2): 146-158.

Sun Juan, Li Yanjun. Formation Mechanism of Farmer's Lock-in Purchasing Behavior of Agricultural Material Products:Based on the Difference Analysis of Shandong, Hubei and Sichuan Provinces[J]. , 2018, 30(2): 146-158.

参考文献

[1] 孙娟,李艳军. 心甘情愿还是情非所愿? 农户农资产品锁定购买行为的驱动因素研究[J]. 经济管理, 2014,36(11):81-93
[2] 吴锦峰,胥朝阳. 店铺形象影响零售商权益过程中自有品牌感知质量的调节作用[J]. 管理评论, 2010,22(8):56,68-75
[3] Djatmiko T., Pradana R. Brand Image and Product Price:Its Impact for Samsung Smartphone Purchasing Decision[J]. Procedia-Social and Behavioral Sciences, 2016,219:221-227
[4] Diallo M. F. Effects of Store Image and Store Brand Price-Image on Store Brand Purchase Intention:Application to an Emerging Market[J]. Journal of Retailing and Consumer Services, 2012,19(3):360-367
[5] 张婧,蒋艳新. 产业服务企业品牌导向对品牌资产的影响机制研究[J]. 管理评论, 2016,28(3):184-195
[6] 单娟,范小军. 零售商形象、品类特征与自有品牌购买意愿[J]. 管理评论, 2016,28(5):85-95
[7] Shah S. M., Adeel M., Hanif F., et al. The Impact of Brand Equity on Purchase Intensions with Moderating Role of Subjective Norms[J]. Universal Journal of Industrial and Business Management, 2016,4(1):18-24
[8] Erdil T. S. Effects of Customer Brand Perceptions on Store Image and Purchase Intention:An Application in Apparel Clothing[J]. Procedia-Social and Behavioral Sciences, 2015,207:196-205
[9] Koul S., Sinha P. K., Mishra H. G. Antecedents to Customer Dependency in Buyer-Seller Relationship:A BOP Retailer Investiga-tion[J]. Global Business Review, 2016,17(3):610-629
[10] Tung-Ju W. U., Hsien-Tang T., Yu-Nan T. A. I. Would Corporate Social Responsibility Affect Consumers' Attitudes towards Brand and Purchase Behavior? Buyer-seller Guanxi as the Moderator[J]. Revista de Cercetare si Interventie Sociala, 2016, 53:272
[11] Hidalgo M. C., Hernández B. Place Attachment:Conceptual and Empirical Questions[J]. Journal of Environmental Psychology, 2001,21(3):273-281
[12] Babin B. J., Laurie B. Seeking Something Different? A Model of Schema Typicality, Consumer Affect, Purchase Intention and Perceived Shopping Value[J]. Journal of Business Research, 2001,54(2):90-91
[13] Yoo J., Park M. The Effects of E-Mass Customization On Consumer Perceived Value, Satisfaction, and Loyalty Toward Luxury Brands[J]. Journal of Business Research, 2016,69(12):5775-5784
[14] Nikhashemi S. R., Tarofder A. K., Gaur S. S., et al. The Effect of Customers' Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty:Some Insights from Malaysia[J]. Procedia Economics and Finance, 2016, 37:432-438
[15] Allard T., Babin B. J., Chebat J. C. When Income Matters:Customers Evaluation of Shopping Malls' Hedonic and Utilitarian Orientations[J]. Journal of Retailing and Consumer Services, 2009,16(1):40-49
[16] Chaudhuri, Arjun, Mark Ligas. Consequences of Value in Retail Markets[J]. Journal of Retailing, 2009,85(3):406-419
[17] Harrison M. P., Beatty S. E., Reynolds K. E., et al. Why Customers Stay in Relationships:The Lock-in Factors[C]//Proceed-ings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2015
[18] Masset J., Decrop A. "God, I Have So Many Ashtrays!" Dependences and Dependencies in Consumer-Possession Relationships[J]. Journal of Business Research, 2016,69(1):94-109
[19] 霍荣棉. 关系持续预期与规范目标激活:合适性逻辑下的信任决策[J]. 心理科学, 2014,37(3):710-715
[20] Erdil T. S. Effects of Customer Brand Perceptions on Store Image and Purchase Intention:An Application in Apparel Clothing[J]. Procedia-Social and Behavioral Sciences, 2015,207:196-205
[21] Badrinarayanan V., Becerra E. P., Madhavaram S. Influence of Congruity in Store-Attribute Dimensions and Self-Image on Pur-chase Intentions in Online Stores of Multichannel Retailers[J]. Journal of Retailing and Consumer Services, 2014,21(6):1013-1020
[22] 吴波,李东进,杜丽婷. 消费者品牌感知研究——对品牌意图能动框架的延伸[J]. 管理评论, 2015,27(2):87-98
[23] Lai Fu-jun, Griffin M., Babin B. J. How Quality, Value, Image and Satisfaction Create Loyalty at a Chinese Telecom[J]. Jour-nal of Business Research, 2009,62(10):980-986
[24] 姜凌,周庭锐,王成璋. 奢侈品牌与大众品牌:购买决策中参照群体影响差异研究[J]. 预测, 2009,28(4):8-15
[25] Shan Y., King K. W. The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Ref-erral Intentions[J]. Journal of Interactive Advertising, 2015,15(1):16-27
[26] Chen Z., Huang Y., Sternquist B. Guanxi Practice and Chinese Buyer-Supplier Relationships:The Buyer's Perspective[J]. In-dustrial Marketing Management, 2011,40(4):569-580
[27] Roberts K., Varki S., Brodie R. Measuring the Quality of Relationships in Consumer Services:An Empirical Study[J]. European Journal of Marketing, 2003,37(1/2):169-196
[28] Alejandro T. B., Souza D. V., Boles J. S., et al. The Outcome of Company and Account Manager Relationship Quality on Loyal-ty, Relationship Value and Performance[J]. Industrial Marketing Management, 2011,40(1):36-43
[29] 张欣,姚山季,王永贵. 顾客参与新产品开发的驱动因素:关系视角的影响机制[J]. 管理评论, 2014,26(5):99-110
[30] 施丽芳,廖飞,丁德明. 个人声誉关注作为心理不确定的缓解器:程序公平——合作关系下的实证研究[J]. 管理世界, 2012,(12):97-114
[31] Sweeney J. C., Soutar G. N. Consumer Perceived Value:The Development of a Multiple Item Scale[J]. Journal of Retailing, 2001,77(2):203-220
[32] Vahie A., Paswan A. Private Label Brand Image:Its Relationship with Store Image And National Brand[J]. International Journal of Retail and Distribution Management, 2006,34(1):67-84
[33] Lee D. Y., Dawes P. L. Guanxi, Trust and Long-term Orientation in Chinese Business Markets[J]. Journal of International Mar-keting, 2005,13(2):28-56
[34] Naidoo V. Firm Survival Through a Crisis:The Influence of Market Orientation, Marketing Innovation and Business Strategy[J]. Industrial Marketing Management, 2010,39(8):1311-1320
[35] 俞芳,李艳军,李万君. 农资代理商感知依赖对其渠道关系型治理影响的实证研究[J]. 江西农业大学学报(社会科学版), 2013,12(3):361-368
[36] 李东进,杨凯,周荣海. 消费者重复购买意向及其影响因素的实证研究[J]. 管理学报, 2007,4(5):654-659
[37] Bagozzi R. P., Lee K. H., Van Loo M. F. Decisions to Donate Done Marrow:The Role of Attitudes and Subjective Norms across Culture[J]. Psychology and Health, 2001,16(1):29-56
[38] 孙娟,李艳军. 社区信任中介下社区感知对农户品牌行为的影响研究[J]. 农业技术经济, 2016,(2):103-112
[39] London T., Hart S. L. Reinventing Strategies for Emerging Markets:Beyond the Transnational Model[J]. Journal of International Business Studies, 2004,35(5):350-370
[40] Duschek S. Inter-firm Resources and Sustained Competitive Advantage[J]. Management Revue, 2004,15(1):53-73