破坏性冲突与农资重复购买意向的关系研究

Research on the Relationship Between Destructive Conflict and the Intention of Repeated Purchase of Agricultural Materials:The Moderating Effects of Contract and Trust

以往研究探讨了冲突对农户农资重复购买意向的作用关系,但仍存在研究缺口。研究基于冲突管理等理论,分析了农资营销情景下破坏性冲突对农户农资重复购买意向的影响,并检验了契约和信任对这一作用关系的独立调节作用及联合调节作用。利用SPSS软件对调研获得的578份数据进行分析,结果表明农户与农资零售商间的破坏性冲突负向影响农资重复购买意向;契约对破坏性冲突与农资重复购买意向作用关系的影响不显著;信任能够抑制破坏性冲突对农资重复购买意向的影响,且该效应还受到契约的负向调节。

Previous studies have explored the relationship between conflict and repeated purchase intention,but there is still a research gap.Aiming at this situation,based on the theory of conflict management,this research analyzed the influence of destructive conflict on farmers’repeated purchase intention of agricultural materials under the situation of agricultural materials marketing,it also examined the moderating effect and the joint moderating effect of contract and trust on the relationship.The data of 578 samples were analyzed by SPSS software to validate the model.The results showed that the destructive conflict between farmers and retailers negatively affected the repeated purchase intention of agricultural products.The contract had no significant influence on the relationship between destructive conflict and the intention of agricultural repeated purchase;trust can restrain the influence of destructive conflict on the intention of agricultural repeated purchase,and the moderating effect was also negatively moderated by the contract.