Research On How Related Group Influence Farmer’s Purchase Intention Of Home Appliances To The Countryside

The outbreak of the global financial crisis caused a great impact to China’s real economy, especially to the household appliance industry, To go through the crisic,The government put forward the "home appliances to the countryside policy for4years since February1st,2009.To achieve the goal, we must increase farmers’purchase and consumer behavior is often predicted by purchase intention.There many factors affecting consumer purchase intention, of which related groups is important one, and related groups is also an important factor of farmers’purchase intention of home appliance to the countryside.Whether the government or enterprise,to develop attractive strategy,the first problem to be solved is:in the background of home appliances to the countryside policy,how related groups influence farmers’purchase intention?Different related groups influence have different effect on farmers’purchase intention?Sorting out these issues is the basic on developing right strategy,also is the content of this research.This research mainly from related groups aspect, investigate related groups how to influence farmers’purchase intention to the products, the influence of farmers’ attitude(including home appliance purchase manner and response policy attitudes) for the intermediary variable constructs theory model of related groups impact on farmers’ purchase intention, selects farmer households in Jiangxi province, and uses the model of descriptive statistic analysis and structural equation. And then researches the related groups impact on farmers’purchase intention, And draw the following conclusions:(1) The related groups has significant influence on farmers’attitude as a whole, but different dimensions of related groups impact have different affect on farmers’attitude: informative influence and value influence has significant influence on home appliance purchase manner, value influence and utilitarian influence has significant influence on response policy attitudes.(2) Farmers’attitude has significant influence on farmers’purchase intention as a whole, and the two dimensions of farmers’attitude both have different affect on farmers’ purchase intention, while response policy attitudes much more response policy attitudes.(3) The related groups impact has significant influence on farmers’purchase intention as a whole, but different dimensions of related groups impact have different affect on farmers’purchase intention:informative influence and utilitarian influence has significant influence on purchase intention, but value influence has no significant influence on purchase intention.(4) Farmer individual characteristics as regulation variables also has influence on farmers’purchase intention:in the background of related groups impact, different age education, family income of farmer,its purchase intention there is significant difference; different gender of farmer, its purchase intention does not exist significant differences.