摘要
基于农村社区零售环境,以信任和上行社会比较为中介机制,构建村民与零售商人际关系影响店铺光顾意愿的双路径模型,并运用河南、山东两省农村社区328份调查问卷资料进行验证。研究发现,村民与零售商的人际关系在促进村民产生信任继而正向影响其店铺光顾意愿的同时,也会使村民产生上行社会比较继而减弱其店铺光顾意愿。这种人际关系对店铺光顾意愿的双路径作用受到产品类型的调节:相较于搜寻品,当村民购买经验品时,信任在人际关系作用于光顾意愿的过程中起较强的中介作用;相较于经验品,当村民购买搜寻品时,上行社会比较在人际关系作用于光顾意愿的过程中起较强的中介作用。此外,村民的互惠信念能缓解由人际关系所产生的上行社会比较对零售店光顾意愿的抑制作用。相对于互惠信念水平低的村民而言,在互惠信念水平高的村民中,上行社会比较对其零售店光顾意愿的抑制作用得到有效缓解。
The current study builds a dual influencing path model to explore the effect of the interpersonal relationship between villagers and retailer on store patronage intention in rural retailing environment,using data from a survey of 328 questionnaires from Henan and Shandong province.The results suggest that the interpersonal relationship between villagers and retailer has a positive effect on retailer trust which in turn has a positive effect on store patronage intention,and the interpersonal relationship also has a positive effect on upward social comparison intention which in turn decrease store patronage intention.In addition,we find out the function boundary of this dual mechanism model compared with search goods,when villagers purchasing experience goods,the mediating role of the trust is stronger;compared with experience goods,when villagers purchasing search goods,the mediating role of villagers’upward social comparison is stronger.What’s more,reciprocal belief could undermine the negative effect of upward social comparison on store patronage intention.
作者
李堃
李艳军
陈通
LI Kun;LI Yanjun;CHEN Tong(Huazhong Agricultural University,Wuhan,China)
出处
《管理学报》
CSSCI
北大核心
2019年第1期116-122,158,共8页
Chinese Journal of Management
基金
教育部人文社会科学规划基金资助项目(17YJA790051)
中央高校基本科研业务费专项基金资助项目(2662018PY048)
关键词
人际关系
信任
上行社会比较
农村零售环境
双路径模型
interpersonal relationship
trust
upward social comparison
rural retailing environment
dual influencing path model
