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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。
Starting from the current phenomenon of farmer households changing their agricultural brand frequently and based on the specific environment of rural communities, this paper constructs a mechanism model of knowledge sharing on the brand transformation of farmers’ agricultural capital in rural communities based on the theories of knowledge sharing and customer brand transformation. Based on the model of Shandong Province Shouguang City and Xiantao City, Hubei Province, a total of 203 households survey data for empirical tests. The results show that knowledge sharing of internal clues of agricultural products significantly and positively affects the perceived value of farmers, and the perceived value of farmers significantly positively affects the willingness of farmers to change their brand. In terms of regulatory effect, the professional ability of the sender plays a positive regulatory role and accepts The degree of involvement of the respondents plays a negative regulatory role; the influence of different types of knowledge sharing entities on the perceived value of farmers has significant differences.