| There is significant differences between urban and rural areas in Chinese, and the consumptionbehavior of urban and rural residents is also significantly different, so we should study their consumption behaviorsseparately. Taking farmer consumers as the object, leading fertilizer attributes (consumption attribute and investmentattribute) as new variables into Fishbein model of reasoned action, this paper constructed the farmers fertilizerpurchase intention model, to examine the effect of fertilizer two-dimensional attributes on their purchase intention.Through the analysis of variance and structural equation model analysis, the results showed that consumption attributehad effect on purchase intention only through attitude; investment attribute had positive influence on purchaseintention not only through attitude, but also through conformist mentality; in addition, the consumption attribute hadlarger effect on farmers conformist mentality, farmers conformist mentality had larger effect on purchase intentionthan farmers attitude. |
