心甘情愿还是无可奈何%3f乡村社区中农户农资产品锁定购买行为影响因素研究初探.pdfVIP

心甘情愿还是无可奈何？ 乡村社区中农户农资产品锁定购买行为影响因素研究初探 孙娟 李艳军 （华中农业大学 经济管理学院,湖北 武汉 430070 ） Willingly or Helplessly? The Preliminary Study on the Influence Factors of Farmers’ Lock-in Purchasing Behavior of Agricultural Materials in Rural Community SUN Juan, LI Yan-jun (School of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China) 摘要：由于农村社会网络的相对封闭性，农户往往会长期频繁购买某特定农资品牌产品或惠 顾某特定农资零售店，本文把这种现象界定为锁定购买行为模式，并依据不同的锁定对象将 其划分为品牌锁定和零售店锁定两种模式，重点从直接因素、购买情境等方面实证探究和比 较了这两种不同锁定购买行为的影响因素。研究表明：在两种锁定购买行为影响因素中，情 境因素的综合效应均明显大于直接因素；在品牌锁定购买行为影响因素中，品牌功能价值的 影响力度最大，社会规范、交易依赖关系和感知差异化等情境因素次之，品牌感知风险和感 知成本最弱；在零售店锁定购买行为影响因素中，人情关系质量的影响力度最大，交易依赖 关系、社会规范和感知差异化等其它情境因素次之，零售商形象、商品形象、声誉形象、服 务形象等直接因素较弱。 关键词：锁定购买行为；影响因素；农资产品；乡村社区 Abstract: Because of the relatively closed rural social network environment, farmers repurchased a particular brand product of agricultural material or patronized a particular store of agricultural material frequently in a long term. We defined this phenomenon as Lock-in Purchasing Behavior Pattern and divided it into lock-in brand purchasing behavior and lock-in store purchasing behavior according to the different locked objects, mainly empirically researched and compared the influence factors of this two different lock-in purchasing behaviors from the direct factors and situational factors. The research shows that: Of all this two lock-in purchasing behaviors’ factors, the synthetical effects of situational factors were significantly greater than the direct factors; Of lock-in brand purchasing behavior’s factors, brand’s functional value had the most impact, closely followed by social norms, trade dependency and perceived differentiation of situational factors, the impact of brand perceived risk and perceived cost were weakest; Of lock-in s