I 面子还是关系利益，影响农户农资重复购买意向的机制研究 摘要 随着农药、化肥、种子等农资市场的不断开放，农资零售商之间的竞争日益 激烈。为了维持和扩大市场份额，保持竞争优势，农资零售商在开发新客户的同 时，总是千方百计的提升农户农资重复购买意向以维持老客户。因此，如何保持 和提升农户农资重复购买意向是十分重要的研究问题。以往研究主要关注网络营 销中，面子、关系利益对顾客重复购买意向的直接和间接作用，农资营销情景下， 农户农资重复购买意向问题仍有待进一步探讨。 为了阐释面子、关系利益对农户农资重复购买意向的直接作用，并揭示二者 对农户农资重复购买意向的交互作用机制，本文基于人际关系理论和关系营销理 论，构建面子、关系利益与农户农资重复购买意向之间的关系模型，提出相应的 研究假设。随后，利用中国东、中、西部农村地区578份实地调研数据，通过多 元回归分析实证研究发现，面子和关系利益（包括社会利益和特殊对待利益）对 农户农资重复购买意向都具有显著正向作用；面子和关系利益的交互作用对农户 农资重复购买意向有显著负向作用。 本文的创新之处在于：第一，在农资营销情景下，本文证实面子对农户农资 重复购买意向的作用，丰富以往研究结论的应用情景，深化对面子对农户农资重 复购买意向作用的理解。第二，本文研究发现，社会利益会增强农户农资重复购 买意向，证实了以往研究结论。同时，本文认为，特殊对待利益促进了农户农资 重复购买意向，这与一些学者的观点恰好相反，这说明特殊对待利益对顾客重复 购买意向的作用可能会因实际情景的不同而不同。最后，本文研究发现面子与关 系利益的交互作用会负向影响农户农资重复购买意向，这说明二者的正向作用相 互替代。农户在选择农资零售商重复购买农资的过程中，不能同时兼顾面子与关 系利益（类似鱼和熊掌不能兼得），必须要做出选择。本文的这一研究结论，极 大的丰富了现有研究观点，加深了对面子、关系利益对顾客重复购买意向独立作 用和交互作用的认识，丰富了人际关系理论和关系营销理论的相关文献。 通过理论研究，启示农资零售商重视通过面子和关系利益（社会利益和特殊 对待利益）提升农户农资重复购买意向，并根据农户是更看重面子还是更看重关 系利益，有所侧重地进行营销，以提升自家农资零售店效益。 关键词:面子；关系利益；农户农资重复购买意向 ABSTRACT III FACEORRELATIONALBENEFITS,ASTUDYONTHE MECHANISMAFFECTINGFARMERS'REPURCHASE INTENTIONOFAGRICULTURALMATERIALS ABSTRACT Withthecontinuousopeningofagriculturalmaterialsmarketsuchaspesticides, fertilizersandseeds,competitionamongagriculturalmaterialsretailersisbecoming increasinglyfierce.Inordertomaintainandexpandmarketshareandmaintaina competitiveadvantage,whiledevelopingnewcustomers,agriculturalmaterials retailersarealwaysdoingeverythingpossibletoincreasefarmers'repurchase intentionofagriculturalmaterialstomaintainregularcustomers.Therefore,itisvery importanttostudyhowtomaintainandpromotefarmers'repurchaseintentionof agriculturalmaterials.Previousresearchhasfocusedonthedirectandindirecteffects offaceandrelationalbenefitsoncustomers'repurchaseintentioninonlinemarketing. Inthecontextofagriculturalmaterialsmarketing,theissueoffarmers'repurchase intentionofagriculturalmaterialsremainstobefurtherexplored. Inordertoexplainthedirecteffectoffaceandrelationalbenefitsonfarmers' repurchaseintentionofagriculturalmaterials,andtorevealtheinteractionmechanism ofthetwoonfarmers'repurchaseintentionofagriculturalmaterials,thispaperbuilds arelationshipmodelbetweenface,relationalbenefits,andcustomers'repurchase intentionofagriculturalmaterialsandputsforwardcorrespondingresearch hypothesesbasedoninterpersonalrelationshiptheoryandrelationshipmarketing theory.Subsequently,using578fieldsurveydatafromruralareasofeastern,central, andwesternChinaandthroughmultipleregressionanalysis,itwasfoundthatface andrelationalbenefits(includingsocialbenefitsandspecialtreatmentbenefits)havea significantpositiveeffectonfarmers'repurchaseintentionofagriculturalmaterials. Theinteractionbetweenfaceandrelationalbenefitshasasignificantnegativeeffect onfarmers'repurchaseintentionofagriculturalmaterials. Theinnovationofthispaperisasfollows:first,underthemarketingsituationof 华北水利水电大学硕士学位论文 IV agriculturalmaterials,thispaperprovestheroleoffaceinfarmers'repurchase intentionofagriculturalmaterials,enrichestheapplicationsituationofprevious researchconclusions,anddeepenstheunderstandingoftheroleoffaceinfarmers' repurchaseintentionofagriculturalmaterials.Second,thispaperfindsthatsocial benefitswillenhancefarmers'repurchaseintentionofagriculturalmaterials,which confirmsthepreviousresearchconclusion.Atthesametime,thispaperholdsthat specialtreatmentbenefitspromotesfarmers'repurchaseintentionofagricultural materials,whichiscontrarytotheviewsofsomescholars.Thisindicatesthatthe effectofspecialtreatmentbenefitsoncustomers'repurchaseintentionmaybe differentdependingontheactualsituation.Finally,thispaperprovesthatthe interactionbetweenfaceandrelationalbenefitsnegativelyaffectsthefarmers' repurchaseintentionofagriculturalmaterials,whichindicatesthatthepositiveeffects ofthetwoaremutuallysubstituted.Intheprocessofselectingagriculturalmaterials retailerstorepurchaseagriculturalmaterials,farmerscannotgiveconsiderationto faceandrelationalbenefitsatthesametime.Theresearchconclusionofthispaperhas greatlyenrichedtheexistingresearchviewpoints,deepenedtheunderstandingofthe independentandinteractiveeffectsoffaceandrelationalbenefitsoncustomers' repurchaseintention,andenrichedtheliteraturerelatedtointerpersonalrelationship theoryandrelatedmanagementmarketingtheory. Thetheoreticalstudysuggeststhatagriculturalmaterialsretailersshouldpay moreattentiontoimprovingfarmers'repurchaseintentionofagriculturalmaterials throughfaceandrelationalbenefits(socialbenefitsandspecialtreatmentbenefits), andcarryoutmarketingwithsomeemphasisaccordingtowhetherfarmersvalueface orrelationalbenefitsmore,soastoimprovetheefficiencyoftheirownagricultural retailstores. KEYWORDS：Face;Relationalbenefits;Farmers'repurchaseintentionof agriculturalmaterials 目录 I 目录 摘要...............................................................................................................................I ABSTRACT.................................................................................................................III 1绪论............................................................................................................................1 1.1研究背景及意义.............................................................................................1 1.1.1研究背景..............................................................................................1 1.1.2研究意义..............................................................................................2 1.2研究目的和内容.............................................................................................2 1.2.1研究目的..............................................................................................2 1.2.2研究内容..............................................................................................3 1.3研究方法和技术路线.....................................................................................3 1.4研究重点和难点.............................................................................................5 1.4.1研究重点..............................................................................................5 1.4.2研究难点..............................................................................................6 1.5研究创新点.....................................................................................................6 2文献综述....................................................................................................................9 2.1面子的相关研究.............................................................................................9 2.1.1人际关系理论......................................................................................9 2.1.2面子的内涵..........................................................................................9 2.1.3面子的作用........................................................................................11 2.2关系利益的相关研究.........................................................................