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

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.