Face Or Relational Benefits,A Study On The Mechanism Affecting Farmers' Repurchase Intention Of Agricultural Materials

With the continuous opening of agricultural materials market such as pesticides,fertilizers and seeds,competition among agricultural materials retailers is becoming increasingly fierce.In order to maintain and expand market share and maintain a competitive advantage,while developing new customers,agricultural materials retailers are always doing everything possible to increase farmers' repurchase intention of agricultural materials to maintain regular customers.Therefore,it is very important to study how to maintain and promote farmers' repurchase intention of agricultural materials.Previous research has focused on the direct and indirect effects of face and relational benefits on customers' repurchase intention in online marketing.In the context of agricultural materials marketing,the issue of farmers' repurchase intention of agricultural materials remains to be further explored.In order to explain the direct effect of face and relational benefits on farmers' repurchase intention of agricultural materials,and to reveal the interaction mechanism of the two on farmers' repurchase intention of agricultural materials,this paper builds a relationship model between face,relational benefits,and customers' repurchase intention of agricultural materials and puts forward corresponding research hypotheses based on interpersonal relationship theory and relationship marketing theory.Subsequently,using 578 field survey data from rural areas of eastern,central,and western China and through multiple regression analysis,it was found that face and relational benefits(including social benefits and special treatment benefits)have a significant positive effect on farmers' repurchase intention of agricultural materials.The interaction between face and relational benefits has a significant negative effect on farmers' repurchase intention of agricultural materials.The innovation of this paper is as follows: first,under the marketing situation ofagricultural materials,this paper proves the role of face in farmers' repurchase intention of agricultural materials,enriches the application situation of previous research conclusions,and deepens the understanding of the role of face in farmers' repurchase intention of agricultural materials.Second,this paper finds that social benefits will enhance farmers' repurchase intention of agricultural materials,which confirms the previous research conclusion.At the same time,this paper holds that special treatment benefits promotes farmers' repurchase intention of agricultural materials,which is contrary to the views of some scholars.This indicates that the effect of special treatment benefits on customers' repurchase intention may be different depending on the actual situation.Finally,this paper proves that the interaction between face and relational benefits negatively affects the farmers' repurchase intention of agricultural materials,which indicates that the positive effects of the two are mutually substituted.In the process of selecting agricultural materials retailers to repurchase agricultural materials,farmers cannot give consideration to face and relational benefits at the same time.The research conclusion of this paper has greatly enriched the existing research viewpoints,deepened the understanding of the independent and interactive effects of face and relational benefits on customers' repurchase intention,and enriched the literature related to interpersonal relationship theory and related management marketing theory.The theoretical study suggests that agricultural materials retailers should pay more attention to improving farmers' repurchase intention of agricultural materials through face and relational benefits(social benefits and special treatment benefits),and carry out marketing with some emphasis according to whether farmers value face or relational benefits more,so as to improve the efficiency of their own agricultural retail stores.