Study On The Relations Between Relationship Benefits And Farmer’s Bargaining Behavior In Purchase And Sale Of Agricultural Materials

It is a common phenomenon that farmers bargain with the retailers in the progress of purchasing agricultural materials. And the bargaining behavior vary between familiar and unfamiliar people, resulting a "contrast order" phenomenon in in some places,which means that farmers usually have less bargaining behavior with the familiar agricultural materials retailers compared to unfamiliar retailers but get less benefit contrarily. Then, why do farmers have less bargaining intentions and efforts in the purchase of agricultural products from the familiar retailers? What factors influence the bargaining behavior of farmers in the agricultural product purchase? How do these factors affect the bargaining behavior of farmers? The research on these questions will help to reveal the internal mechanism of the relationship between the current market rationality and the traditional ethics and the relationship between the buyer and the seller in the conflict.Based on customer behavior theory and trust theory and according to special situations of rural community in China, this paper build the purchase and sale of agricultural activities in farmers and agricultural retailer relationship benefits to farmers bargaining behavior of the mechanism model from the perspective of relationship benefits and trust. The research uses 374 households survey data Hubei Province for empirical analysis,to explore the influencing mechanism of relationship benefits, customer trust and cultural background on bargaining behavior in purchase of agricultural products,and to reveal the inner causes of the emergence of the phenomenon of "contrast order". The main conclusions of this study are as follows:1.Relationship benefits between farmers and agricultural product retailers include three dimensions:credit benefits, social benefits and special treatment benefits. Among them, the social benefits and special treatment benefits for farmers in the purchase of agricultural product has a significant negative effect on farmers’ bargaining behavior, while the influence of credit interests is not significant. In addition, credit benefits, social benefits and special treatment interests all have a significant positive impact on farmers trust to retailers.2.Trust has a partial mediating effect on the relationship between relationship interest and farmers’ bargaining behavior. Specifically, the trust has a partial mediating effect on the process that social benefits influence farmers’ bargaining behavior, and has a partial mediating effect on the process that special treatment benefits influence farmers’ bargaining behavior. Farmers perceived relationship benefits provided by agricultural retailers not only weaken their bargaining intention and behavior, but also further weakened the bargaining behavior by strengthening farmers’ trust to the retailers.3.The moderating effect of the cultural background in the relationship between the relationship benefits and the bargaining behavior has been verified mostly. Face attachment can enhance the negative correlation between social benefit and farmer’s bargaining behavior,as well as the negative correlation between special treatment benefits and farmers bargaining behavior. Similarly, human relationship can enhance the negative correlation between social benefit and farmer’s bargaining behavior,as well as the negative correlation between special treatment benefits and farmers bargaining behavior. It shows that when farmers pay considerable attention to face attachment and human relationship,the relationship benefits can reduce farmers’ willingness to bargaining with retailers more significantly.At last, based on the above research results,this paper put forward countermeasures and suggestions to improve the market activities of agricultural product retailers and other related subjects in market.