| Accelerating the revitalisation of the seed industry is an important measure to ensure national food security,and the growth of seed industry enterprises is the main driving force behind the revitalisation of the seed industry.With the further development of the domestic seed market,competition among various industry enterprises has become more and more intense.For enterprises to survive in the fierce market competition it is necessary to accelerate the cultivation of loyal customers and create special seed brands.As the mainstay of food production and supply,large growers play a key role in modern agricultural development and rural revitalisation.Compared to ordinary farmers,large growers pay more attention to the economic benefits of production and have higher requirements for seed quality.Therefore,seed companies need to pay more attention to the actual needs of large farmers and propose corresponding solutions to the problems reflected by large farmers,so as to better serve agricultural production.Based on an analysis of the relevant background and a review of domestic and international literature,this thesis constructs a model of repeat seed purchase intentions of large growers based on theories from the perspective of consumer perception and trust.The perceived quality,brand reputation and the willingness of large farmers to repeat seed purchase are discussed in this thesis as a process from consumers’ own perceptions to their behavioural intentions.However,in previous studies on smallholder farmers’ willingness to purchase seeds,more scholars have chosen variables such as farmers’ age,education level and seed price,while few scholars have unified variables such as perceived quality and brand reputation for systematic research.Therefore,this thesis incorporates variables such as perceived quality,brand reputation,trust and willingness to repurchase together in a theoretical model for research.In addition,the Dongting Lake area of Hunan Province was selected as the main research area,and 309 valid data were collected through a questionnaire survey,and a structural equation model was constructed using AMOS software to conduct an empirical study.The results showed that:(1)Both perceived variety quality and perceived service quality significantly and positively affected trust and the willingness of large growers to repeat seed purchase.(2)Brand reputation has a significant positive effect on trust and growers’ willingness to repeat seed purchase.(3)Trust had a significant positive effect on the willingness of large growers to repurchase seeds.Trust partially mediated the relationship between the two dimensions of perceived quality and the willingness to repurchase,and trust partially mediated the relationship between brand reputation and the willingness to repurchase.Finally,based on the results of the empirical analysis,the following management recommendations are made to seed enterprises: First,increase investment in scientific research to optimise seed germination rate,seed purity,pest resistance and other properties,and improve the variety quality of seeds.Second,establish an integrated county-townshiptownship sales system and create a service concept of pre-sales and after-sales services,and conduct regular grain recovery to improve service quality.Third,clarify its own brand positioning,increase seed publicity and create a good brand image.Fourth,strengthen communication with large growers,regularly understand the quality,yield,pest resistance and other properties of varieties and give timely assistance. |
