农民耐用消费品的购买行为的决定因素研究

The Determinants of Peasant Consumers' Purchasing of Durable Goods

在探讨农民耐用消费品购买行为决定因素的基础上构建其概念模型,再将相关的抽样调查数据拟合结构方程模型进行分析,可以发现:农民购买行为过程中的购买意愿更多的是受到服务保证的影响,同时购物导向和品牌资产也都具有显著的正向促进作用;在农民购物过程中购买导向、品牌资产和服务保证对农民的购前评价具有显著的正向作用,但是品牌资产的影响要大于购买导向和服务保证;购买意愿和购前评价对农民购物可能具有显著的正向作用,但是购买意愿的促进作用更大一些;购时状态反映了农民购物的满意感,购物状态对购后评价也具有显著的促进作用。

Based on an analysis of the determinants of the peasant consumers＇ purchasing of durable goods, a conceptual model has been constructed for their purchasing behavior. In combination with a structural equation modeling analysis, the model reveals that： in the process of purchasing durables goods, the purchasing willingness of the peasant consumers is mostly influenced by the service guarantee while the purchasing guidance and brand equity also play significant positive roles in promoting the purchasing willingness; the purchasing guidance, the brand equity and the service guarantee all play significant positive roles in helping the peasant consumers make pre-purchase assessment of the products, with the brand equity more influential than the other two factors; the purchasing willingness and the pre-purchase assessment may play significant positive roles in purchase promotion, with the purchasing willingness playing a bigger part; the situation of the purchasing transaction not only shows whether the peasant consumers are satisfied with the service but also plays a significant positive role in their making after-service assessment.