农户“下乡产品”购买意向之参照群体影响研究——基于江西省下乡家电调研数据

Influences of Reference Groups on Farmer Households' Purchase Intention of Products to the Countryside——Based on the Survey of Home Appliances to the Countryside in Jiangxi Province

以农户态度为中介变量构建理论模型,采用江西省1 042户农户下乡家电购买意向的微观调查数据,利用多元线性层次回归方法实证分析了参照群体不同维度影响对农户下乡产品购买意向的作用机理。结果表明:信息性影响和功利性影响对农户下乡家电购买意向的形成有重要作用;信息性影响和价值性影响对农户购买下乡家电态度的形成有重要的作用;功利性和价值性影响对农户响应政策态度有重要的作用;农户购买下乡家电态度和响应政策态度对购买意向有重要影响,而且政策响应态度对购买意向影响更大。最后,对结果进行讨论并提出政策建议。

The paper, taking farmer households＇ attitude for the intermediary variable, constructs a theo- retical model, adopts micro survey data of 1042 farmer households＇ purchase intention of home appliances to the countryside in Jiangxi Province and uses multiple linear layered regression method to analyze the mecha- nism on the influences of reference group in different dimensions on farmer households＇ purchase intention of products to the countryside. The research results show that purchase intention is significantly affected by in- formativeness and utility have a significant influence on, that purchase manner by informativeness and value, and that farmers＇ response attitudes to policy by value and utility. Farmers＇ attitude toward purchasing of household, appliances to the countryside and their response attitude to policy are of significant effect on their purchase intention and the second attitude is of greater effect. Finally, the results were discussed further and some policy suggestions were proposed.