| This paper, from the phenomenon of farmers爷frequent brand switching of agricultural production means,
and based on the special environment of the rural community, and combined with theories of knowledge sharing and
customers brand switching, proposed an influencing model of knowledge sharing on farmers爷brand switching of agricultural
production means in the rural community. Based on the survey data of 203 farmers from Shouguang in Shandong Province
and Xiantao in Hubei Province, this paper applied regression analysis and One -Way ANOVA to test the hypotheses.
Results showed that knowledge sharing of internal clue had significant positive effect on farmers爷perceived value and the
perceived value had significant positive effect on farmers brand switching. Expertise of message sender positively and the
recipients involvement negatively moderated the relation of knowledge sharing of internal clue and farmers爷perceived
value. Moreover, different types of knowledge sharing subjects had significant differences on influencing farmers爷brand
perceived value. |
