Research On "Home Appliances To The Countryside" Policy For Farmers Purchase Intention To Buy The Products

The outbreak of the global financial crisis caused a great impact to China's real economy, especially to the household appliance industry, which relying too heavily on overseas markets. International market demand gets weak and exports slowdown significantly, how to adjust strategy to respond to the disastrous economic crisis is life and death choice with China's household appliance enterprise. At present, with the development city demands of household appliances tend to be saturated, but the rural market has not developed, therefore, exploring rural appliance market is an important strategic initiative in crisis periods of appliance enterprise. The government also adopts corresponding measures to adjust the strategic policy, will expand domestic demand to keep domestic economic as sustainable growth policies in crisis periods. And then put forward the "home appliances to the countryside" policy for 4 years since February 1st,2009, which will turn "crisis" to "choice" to relieve the economic crisis hit for appliances enterprise, arouse the rural market potential demand and keep the national economy developing quickly and well. So, under the background of "home appliance to the countryside", it has very important practical significance to explore the influential factors of farmers'intention to buy home appliance, which can expand domestic demand, promote rural economy and improve rural life quality.This research mainly from "home appliance to the countryside" policy aspect, investigates the influence factors of farmers'purchase intention to buy the products, selects farmer households in Jiangxi province, gets help from consumer behavior theory, and uses the model of descriptive statistic analysis and structural equation. And then researches the influential impact of farmers' purchase intention of "home appliance to the countryside" policy to buy the home appliance. And draw the following conclusions:(1)The main influences on "home appliance to the country" policy for fanners'purchase intention to buy the products include product policy, subsidy policy, price policy, market supervision policy. Specifically, the biggest impact on farmers'purchase intention is the subsidy policy, the routing coefficient between subsidy policy and purchase intention is 0.8. By means of economic compensation, under the premise of same quality, reduce prices is equivalent to improve the ratio of price and function, and stimulate farmers on the purchase intention. Product policy is also the important factor affecting farmers' purchase intention, the routing coefficient between product policy and purchase intention is 0.49, farmers' demands on product varies obviously, including product categories, model and specifications and so on, product policy needs from different sides to meet different farmers on home appliances demand preference; The path coefficient between market supervision policy and purchase intention is 0.25. good market order and perfect after-sale service system for "home appliance to the countryside" policy implementation create a stable market environment, thus influence on purchase intention; Finally, routing coefficient between limit price and purchase intention is 0.12. increase home appliance price range and class, in order to meet different economic class and different demand levels of fanner's consumption demand, thereby affecting the farmer's purchase intention.(2) The rural household characteristics as the control variables, the influence of home appliance of farmers purchase intention, research shows that farmers (householder) by education degree affects farmers on the cognitive degree and policy response attitude, cultural degree affects fanners to get market information with difficulty or not, so affects fanners purchase intention. Rural family economic base determines purchasing power level, it still belongs to high-grade consumption for rural consumer to buy home appliance, they will after careful decision when buy it, so economic level influence purchase intent.This paper based on the above research conclusion, will put forward the following suggestions to implement and develop the home appliance policy.(1) From government's perspective, they should continue to promote "home appliances to the countryside" policy, continue policy and subsidy mechanism innovation, raise the price range, or even cancel the price limit, further reorganization and plan market,strengthen market and enterprise supervision.(2)From enterprises'perspective, they should be strict with product quality, expand the "home appliances to the countryside" channel and establish rural dealership, strengthen the market propaganda and promotion work, at the same time, establish the perfect after-sales service system.