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Face or Relational Benefits? Research on the Influencing Mechanism on Repurchase Intention for Agricultural Inputs

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  • Chen Gao

    (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450045, China)

  • Gang Li

    (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450045, China)

  • Yaolin Du

    (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450045, China)

  • Yaru Wanyan

    (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450045, China)

Abstract

Drawing insights from interpersonal relationship theory and relationship marketing theory, this study investigates the impacts of “face” and relational benefits on farmers’ repurchase intentions for agricultural inputs, and the moderating effect of relational benefits on the relationship between face and repurchase intention. A survey method was employed to test the hypotheses and data were collected from a sample of 578 farmers in rural China. The findings obtained through hierarchical regression analysis indicated that face and relational benefits (including social benefits and special-treatment benefits) exert positive effects on farmers’ repurchase intentions. However, relational benefits negatively moderate the relationship between face intentions and repurchase intention. This research sheds light on the dilemmas faced by farmers when choosing between maintaining face and seeking actual benefits while making repurchase decisions related to agricultural inputs. Moreover, the results contribute to the existing literature on the marketing of agricultural inputs and offer valuable practical implications for agricultural retailers.

Suggested Citation

  • Chen Gao & Gang Li & Yaolin Du & Yaru Wanyan, 2023. "Face or Relational Benefits? Research on the Influencing Mechanism on Repurchase Intention for Agricultural Inputs," Sustainability, MDPI, vol. 15(20), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:15137-:d:1264933
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    References listed on IDEAS

    as
    1. Lan Li & Gang Li & Junqi Chen, 2020. "Professional Competence or Personal Relationship? Research on the Influencing Mechanism on Repeated Purchase Intention of Agricultural Resources," IJERPH, MDPI, vol. 17(7), pages 1-18, March.
    2. Liang-Hung Lin, 2011. "Cultural and Organizational Antecedents of Guanxi: The Chinese Cases," Journal of Business Ethics, Springer, vol. 99(3), pages 441-451, March.
    3. Peter J. Buckley, 2010. "Foreign Direct Investment, China and the World Economy," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-24832-8, October.
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