The Effect Factors And Mechanism Of Small Dealors' Loyalty In Wholesale Markets

Though more than 20-year developing, the scale of Chinese wholesale marketsof agriculture products has become larger. Since 2006, the Chinese government hasmore focus on the building-up and development of wholesale markets of agricultureproducts, and Department of Commerce and the Ministry of Agriculture have carriedout many support policies and measures to develop the wholesale markets ofagriculture products. Under this background, there have been the better updateopportunities and developing policy environment to Chinese wholesale markets ofagriculture products. Meanwhile, the industry competition has been rougher, and anew integrating and updating tide has been coming in the important cities, such asNanjing, Chengdu, Shanghai, Shenzhen, as well. So, from the perspective ofwholesale market marketing, getting influencing factors and the mechanism of smalldealer's loyalty to wholesale markets has the important value to promote thecomprehensive competition.Referring the former research results and analyzing the development situation ofwholesale markets and the characters of the small dealers, this paper stenches thetheories of customer loyalty and factors and the study results to the research ofinfluencing factors and the mechanism of small dealer's loyalty to wholesale markets,focuses on influencing relation and mechanism of the small dealer's loyalty andperception service quality, perception value, satisfaction, trust, conversion cost,especially researches on the adjustment functions of conversion cost to the relation of small dealer's perception value and loyalty, the relation of small dealer's satisfactionand loyalty, and the relation of small trust and loyalty, and has 10 hypotheses.This paper focuses on the small dealers of center wholesale markets ofagriculture products of Chengdu, Tianjin, and Shenzhen, has issued 392questionnaires, received 351 questionnaires, and gotten 323 efficient questionnaires.It has finished the analysis process using the SPSS 15.0 and AMOS 7.0. The researchresults shows that (1)there is a positive relation between the small dealer's perceptionservice quality and perception value in wholesale markets, (2) there is a positiverelation between the small dealer's perception service quality and satisfaction inwholesale markets, (3) there is a positive relation between the small dealer'sperception value and satisfaction in wholesale markets, (4) there is a positive relationbetween the small dealer's satisfaction and trust in wholesale markets, (5) there is apositive relation between the small dealer's perception value and loyalty in wholesalemarkets, (6) there is a positive relation between the small dealer's satisfaction andloyalty in wholesale markets, (7) there is a positive relation between the smalldealer's trust and loyalty in wholesale markets, (8) there are adjustment functions ofabove relations.