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

Abstract

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

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.

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