Face or Relational Benefits? Research on the Influencing Mechanism on Repurchase Intention for Agricultural Inputs
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Published:2023-10-22
Issue:20
Volume:15
Page:15137
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ISSN:2071-1050
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Container-title:Sustainability
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language:en
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Short-container-title:Sustainability
Author:
Gao Chen1,
Li Gang1,
Du Yaolin1,
Wanyan Yaru1
Affiliation:
1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450045, China
Abstract
Drawing insights from interpersonal relationship theory and relationship marketing theory, this study investigates the impacts of “face” and relational benefits on farmers’ repurchase intentions for agricultural inputs, and the moderating effect of relational benefits on the relationship between face and repurchase intention. A survey method was employed to test the hypotheses and data were collected from a sample of 578 farmers in rural China. The findings obtained through hierarchical regression analysis indicated that face and relational benefits (including social benefits and special-treatment benefits) exert positive effects on farmers’ repurchase intentions. However, relational benefits negatively moderate the relationship between face intentions and repurchase intention. This research sheds light on the dilemmas faced by farmers when choosing between maintaining face and seeking actual benefits while making repurchase decisions related to agricultural inputs. Moreover, the results contribute to the existing literature on the marketing of agricultural inputs and offer valuable practical implications for agricultural retailers.
Funder
Henan University Philosophy and Social Sciences Outstanding Scholar Funding Project
Henan Philosophy and Social Science Planning Project
Henan New Liberal Arts Research and Reform Practice Project
High-Level Talent Research Project of the North China University of Water Resources and Electric Power
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
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