Effect of knowledge sharing on farmers爷brand switching of agricultural production means in rural community Moderate role of knowledge sharing subject characteristics

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.