农村社区知识共享对农户农资品牌转换的影响——知识共享主体特征的调节效应研究

Effect of knowledge sharing on farmers' brand switching of agricultural production means in rural community——Moderate role of knowledge sharing subject characteristics

从当前农户频繁转换农资品牌现象出发,立足农村社区的特定环境,结合知识共享和顾客品牌转换等相关理论,构建了农村社区中知识共享对农户农资品牌转换作用机理模型,并基于山东省寿光市和湖北省仙桃市共203户农户的调查资料进行实证检验。结果显示,农资产品的内部线索知识共享显著正向影响农户的感知价值,农户的感知价值显著正向影响农户的品牌转换意愿;调节效应方面,发送者的专业能力起正向调节作用,接受者的涉入度起负向调节作用;不同类型知识共享主体的分享对农户感知价值的影响有显著差异。

This paper, from the phenomenon of farmers＇ frequent brand switching of agricultural production means,and based on the special environment of the rural community, and combined with theories of knowledge sharing and customers brand switching, proposed an influencing model of knowledge sharing on farmers＇ brand switching of agricultural production means in the rural community. Based on the survey data of 203 farmers from Shouguang in Shandong Province and Xiantao in Hubei Province, this paper applied regression analysis and One-Way ANOVA to test the hypotheses.Results showed that knowledge sharing of internal clue had significant positive effect on farmers＇ perceived value and the perceived value had significant positive effect on farmers＇ brand switching. Expertise of message sender positively and the recipient＇s involvement negatively moderated the relation of knowledge sharing of internal clue and farmers＇ perceived value. Moreover, different types of knowledge sharing subjects had significant differences on influencing farmers＇ brand perceived value.