摘要
怎样促进高新技术农产品的销售是摆在所有涉农高科技企业面前的难题。本文依据计划行为理论,以微生物肥料作为高新技术农产品的代表,从农民购买意向的角度对这个问题进行了探索。通过对农民和零售商的调查,作者从两个不同的视角分析了农民的购买决策,得出受中国传统文化的影响,主观规范和经济状况对农民购买意向影响较大的结论。
How to promote the sales of high-tech agricultural products is a puzzle confronting all high-tech agriculture-related enterprises. Based on theory of planned behavior,this article takes microbial fertilizer as the representative of high-tech agricultural products and probes into this question from the perspective of peasants＇ purchase intention.After the investigation towards peasants and retailers,the writer analyzes peasants＇ purchase decisions from two aspects and comes up with the conclusion that under the influence of Chinese traditional culture,peasants＇ purchase intention is greatly affected by subjective norm and financial situation.
出处
《中国农机化》
北大核心
2012年第6期33-36,共4页
Chinese Agricul Tural Mechanization
基金
江苏高校哲学社会科学研究项目(2011SJD630024)--基于供应链分析的南京市生鲜农产品物流整合研究
关键词
购买意向
高新技术
农产品
计划行为理论
促销
purchase intention
high technology
agricultural product
theory of planned behavior
promotion
