批发市场小商户忠诚度的影响因素及其作用机理
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摘要
经过20多年的发展，我国的农产品批发市场规模已经相当庞大。自2006年以来，我国政府对农产品批发市场的建设和发展非常关注，商务部、农业部都出台了多项支持农产品批发市场发展的扶持政策和措施，在此背景下，我国的农产品批发市场得到了相对较好的换代升级机遇和发展政策环境。与此同时，行业竞争也在不断加剧，南京、成都、上海、深圳等全国各主要城市发生了新一轮的农产品批发市场整合和改造升级的浪潮。因此，从批发市场营销的角度出发，正确理解批发市场小商户对批发市场忠诚的影响因素以及其作用机理，将对提高农产品批发市场小商户忠诚、增强市场稳定性和提升农产品批发市场的综合竞争力具有十分重要的意义。
通过对以往研究成果的梳理和对批发市场发展现状及小商户经营特点的分析，本研究将顾客忠诚及其影响因素的理论和研究成果综合应用于农产品批发市场小商户的忠诚及其影响因素研究，主要探讨了小商户忠诚与小商户感知服务质量、小商户感知价值、小商户满意、小商户信任、转换成本几个因素之间的影响关系和作用机理，特别探讨了转换成本对小商户感知价值与小商户忠诚关系的调节作用、转换成本对小商户满意与小商户忠诚的调节作用、转换成本对小商户信任与小商户忠诚的调节作用，并以此为框架，提出了“批发市场小商户忠诚的影响因素及其作用机理”模型，设定了10个研究假设。
本研究以国内主要城市成都、天津、深圳的中心农产品批发市场的小商户为调查对象，共发放问卷392份，回收问卷351份，有效问卷总数为323份。采用SPSS15.0和AMOS7.0两种分析软件对研究数据进行相应的分析处理。研究发现：（1）批发市场中小商户感知服务质量与小商户感知价值正相关；（2）批发市场中小商户感知服务质量与小商户满意正相关；（3）批发市场中小商户感知价值与小商户满意正相关；（4）批发市场中小商户满意与小商户信任正相关；（5）批发市场中小商户感知价值与小商户忠诚正相关；（6）批发市场中小商户满意与小商户忠诚正相关；（7）批发市场中小商户信任与小商户忠诚正相关；（8）转换成本对小商户感知价值与小商户忠诚的关系、小商户满意与小商户忠诚的关系、信任与小商户忠诚的关系具有负向调节作用，即在高转换成本的情况下，小商户感知价值与小商户忠诚的关系、小商户满意与小商户忠诚的关系、信任与小商户忠诚的关系会被减弱。
根据研究结论本论文建议：（1）农产品批发市场开办者应通过不断提高市场服务质量来提升小商户感知价值、小商户满意、小商户信任，从而加强小商户对市场的忠诚；（2）农产品批发市场开办者应利用转换成本的调节作用，通过采取措施增加转换成本来提高小商户忠诚；（3）国家应进一步规范农产品批发市场的规划和建设，使行业良性竞争，并加大对农产品批发市场建设和运营管理的政策及资金扶持力度，从而使市场开办者有更多的资源来提升市场服务质量，增强小商户忠诚，从而使农产品批发市场行业更加稳定的发展，更好地为国民的“菜篮子”供应保驾护航。
Though more than 20-year developing, the scale of Chinese wholesale marketsof agriculture products has become larger. Since 2006, the Chinese government hasmore focus on the building-up and development of wholesale markets of agricultureproducts, and Department of Commerce and the Ministry of Agriculture have carriedout many support policies and measures to develop the wholesale markets ofagriculture products. Under this background, there have been the better updateopportunities and developing policy environment to Chinese wholesale markets ofagriculture products. Meanwhile, the industry competition has been rougher, and anew integrating and updating tide has been coming in the important cities, such asNanjing, Chengdu, Shanghai, Shenzhen, as well. So, from the perspective ofwholesale market marketing, getting influencing factors and the mechanism of smalldealer’s loyalty to wholesale markets has the important value to promote thecomprehensive competition.
Referring the former research results and analyzing the development situation ofwholesale markets and the characters of the small dealers, this paper stenches thetheories of customer loyalty and factors and the study results to the research ofinfluencing factors and the mechanism of small dealer’s loyalty to wholesale markets,focuses on influencing relation and mechanism of the small dealer’s loyalty andperception service quality, perception value, satisfaction, trust, conversion cost,especially researches on the adjustment functions of conversion cost to the relation of small dealer’s perception value and loyalty, the relation of small dealer’s satisfactionand loyalty, and the relation of small trust and loyalty, and has 10 hypotheses.
This paper focuses on the small dealers of center wholesale markets ofagriculture products of Chengdu, Tianjin, and Shenzhen, has issued 392questionnaires, received 351 questionnaires, and gotten 323 efficient questionnaires.It has finished the analysis process using the SPSS 15.0 and AMOS 7.0. The researchresults shows that (1)there is a positive relation between the small dealer’s perceptionservice quality and perception value in wholesale markets, (2) there is a positiverelation between the small dealer’s perception service quality and satisfaction inwholesale markets, (3) there is a positive relation between the small dealer’sperception value and satisfaction in wholesale markets, (4) there is a positive relationbetween the small dealer’s satisfaction and trust in wholesale markets, (5) there is apositive relation between the small dealer’s perception value and loyalty in wholesalemarkets, (6) there is a positive relation between the small dealer’s satisfaction andloyalty in wholesale markets, (7) there is a positive relation between the smalldealer’s trust and loyalty in wholesale markets, (8) there are adjustment functions ofabove relations.
通过对以往研究成果的梳理和对批发市场发展现状及小商户经营特点的分析，本研究将顾客忠诚及其影响因素的理论和研究成果综合应用于农产品批发市场小商户的忠诚及其影响因素研究，主要探讨了小商户忠诚与小商户感知服务质量、小商户感知价值、小商户满意、小商户信任、转换成本几个因素之间的影响关系和作用机理，特别探讨了转换成本对小商户感知价值与小商户忠诚关系的调节作用、转换成本对小商户满意与小商户忠诚的调节作用、转换成本对小商户信任与小商户忠诚的调节作用，并以此为框架，提出了“批发市场小商户忠诚的影响因素及其作用机理”模型，设定了10个研究假设。
本研究以国内主要城市成都、天津、深圳的中心农产品批发市场的小商户为调查对象，共发放问卷392份，回收问卷351份，有效问卷总数为323份。采用SPSS15.0和AMOS7.0两种分析软件对研究数据进行相应的分析处理。研究发现：（1）批发市场中小商户感知服务质量与小商户感知价值正相关；（2）批发市场中小商户感知服务质量与小商户满意正相关；（3）批发市场中小商户感知价值与小商户满意正相关；（4）批发市场中小商户满意与小商户信任正相关；（5）批发市场中小商户感知价值与小商户忠诚正相关；（6）批发市场中小商户满意与小商户忠诚正相关；（7）批发市场中小商户信任与小商户忠诚正相关；（8）转换成本对小商户感知价值与小商户忠诚的关系、小商户满意与小商户忠诚的关系、信任与小商户忠诚的关系具有负向调节作用，即在高转换成本的情况下，小商户感知价值与小商户忠诚的关系、小商户满意与小商户忠诚的关系、信任与小商户忠诚的关系会被减弱。
根据研究结论本论文建议：（1）农产品批发市场开办者应通过不断提高市场服务质量来提升小商户感知价值、小商户满意、小商户信任，从而加强小商户对市场的忠诚；（2）农产品批发市场开办者应利用转换成本的调节作用，通过采取措施增加转换成本来提高小商户忠诚；（3）国家应进一步规范农产品批发市场的规划和建设，使行业良性竞争，并加大对农产品批发市场建设和运营管理的政策及资金扶持力度，从而使市场开办者有更多的资源来提升市场服务质量，增强小商户忠诚，从而使农产品批发市场行业更加稳定的发展，更好地为国民的“菜篮子”供应保驾护航。
Though more than 20-year developing, the scale of Chinese wholesale marketsof agriculture products has become larger. Since 2006, the Chinese government hasmore focus on the building-up and development of wholesale markets of agricultureproducts, and Department of Commerce and the Ministry of Agriculture have carriedout many support policies and measures to develop the wholesale markets ofagriculture products. Under this background, there have been the better updateopportunities and developing policy environment to Chinese wholesale markets ofagriculture products. Meanwhile, the industry competition has been rougher, and anew integrating and updating tide has been coming in the important cities, such asNanjing, Chengdu, Shanghai, Shenzhen, as well. So, from the perspective ofwholesale market marketing, getting influencing factors and the mechanism of smalldealer’s loyalty to wholesale markets has the important value to promote thecomprehensive competition.
Referring the former research results and analyzing the development situation ofwholesale markets and the characters of the small dealers, this paper stenches thetheories of customer loyalty and factors and the study results to the research ofinfluencing factors and the mechanism of small dealer’s loyalty to wholesale markets,focuses on influencing relation and mechanism of the small dealer’s loyalty andperception service quality, perception value, satisfaction, trust, conversion cost,especially researches on the adjustment functions of conversion cost to the relation of small dealer’s perception value and loyalty, the relation of small dealer’s satisfactionand loyalty, and the relation of small trust and loyalty, and has 10 hypotheses.
This paper focuses on the small dealers of center wholesale markets ofagriculture products of Chengdu, Tianjin, and Shenzhen, has issued 392questionnaires, received 351 questionnaires, and gotten 323 efficient questionnaires.It has finished the analysis process using the SPSS 15.0 and AMOS 7.0. The researchresults shows that (1)there is a positive relation between the small dealer’s perceptionservice quality and perception value in wholesale markets, (2) there is a positiverelation between the small dealer’s perception service quality and satisfaction inwholesale markets, (3) there is a positive relation between the small dealer’sperception value and satisfaction in wholesale markets, (4) there is a positive relationbetween the small dealer’s satisfaction and trust in wholesale markets, (5) there is apositive relation between the small dealer’s perception value and loyalty in wholesalemarkets, (6) there is a positive relation between the small dealer’s satisfaction andloyalty in wholesale markets, (7) there is a positive relation between the smalldealer’s trust and loyalty in wholesale markets, (8) there are adjustment functions ofabove relations.
引文
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