Research On The Influence Factors Of Farmers’ New Varieties Purchase Intention Based On Cue Theory

The highly competitive market environment requires seed companies to introduce new varieties continuously to attract customers. But how the new breed are perceived by farmers and become the object of consideration when they buy seeds, that is an important issue to seed companies. On the basis of the domestic and foreign research results, we have a foothold on the specific environment of rural communities and combine cue theory, motivation theory, innovation perceptual and other related theory, take product cue as independent variable and divide it into two parts: Value cue and Diagnostic cue, then take farmers’ new varieties purchase intention as dependent variable. At the same time, we take new varieties innovation perceptual and contacting motivation as moderators. Accordingly, we construct the influence model of product cue to new varieties purchase intention in“Acquaintances society”, and do empirical test by 349 questionnaires from Hubei, Shandong and Anhui province. By studying, we get the following conclusions:(1) The main channel of contacting new varieties and understanding planting effect is interpersonal communication. From the 349 questionnaires, about 65.9% farmers’ first contaction with new varieties are obtained from the neighbors, about 21.5% are from the demonstration households and large households, 12.6% are from experimental demonstration field.(2) On the basis of cue theory, we divide product cue into two parts: Value cue and Diagnostic cue. Value cue and Diagnostic cue all have positive effect to farmers’ new varieties purchase intention, and the effect of value cue to new varieties purchase intention is bigger than Diagnostic cue. Value cue include predictive value cue and confident value cue. Predictive value cue have positive effect to farmers’ new varieties purchase intention. Confident value cue have no effect to farmers’ new varieties purchase intention. Diagnostic cue include high scope cue and low scope cue. They all have positive effect to farmers’ new varieties purchase intention, and the effect of high scope cue to new varieties purchase intention is bigger than low scope cue.(3) The motivation of farmers’ contact to new varieties is divided into two parts: internal motivation and external motivation. Internal motivation moderate the relation between predictive value cue and new varieties purchase intention, high scope cue and new varieties purchase intention. Internal motivation positively moderate the relation between predictive value cue and new varieties purchase intention, and negatively moderate the relation between high scope cue and new varieties purchase intention. External motivation can’t moderate the relation between product cue and new varieties purchase intention.(4) New varieties innovation perceptual moderate the relation between predictive value cue and new varieties purchase intention, confident value cue and new varieties purchase intention, high scope cue and new varieties purchase intention, low scope cue and new varieties purchase intention. New varieties innovation positively perceptual moderate the relation between predictive and confident value cue and new varieties purchase intention, and negatively moderate the relation between high and low scope cue and new varieties purchase intention.