交互视角下:消费者参与社区支持农业的意愿、信任及服务策略研究
发布时间：2019-04-27 11:36
【摘要】：运用多元Logit回归模型实证分析了影响消费者参与社区支持农业(CSA)的主要因素,重点从消费者健康生活理念、预期风险感知、信任因素、农产品产品因素三个维度分析其对消费者参与CSA的影响作用。研究结果表明:消费者对当前食品安全质量的信任、对有机产品标签的认可及对参与风险的感知水平对参与CSA意愿产生负面影响;而健康生活理念、对CSA的认知及信任水平、购买有机食品的意愿等因素对参与CSA意愿有正向促进作用。据此,提出了"互联网+"与CSA模式的整合服务策略。
[Abstract]:Based on the multivariate Logit regression model, this paper analyzes the main factors influencing consumers' participation in community support for agricultural (CSA), focusing on the concept of healthy life of consumers, perception of expected risk, and factors of trust. Three dimensions of agricultural products analysis of its impact on consumer participation in CSA. The results show that consumers' trust in current food safety and quality, recognition of organic product labels and perceived level of participation risk have a negative impact on the willingness to participate in CSA; The concept of healthy life, the level of cognition and trust on CSA, and the willingness to buy organic food have a positive effect on the willingness to participate in CSA. According to this, the integration service strategy of "Internet" and CSA mode is put forward.
【作者单位】： 杭州电子科技大学管理学院;
【基金】：教育部人文社会科学研究规划基金项目(10YJA630117) 浙江省社科规划项目(12JDCY02YB) 浙江省哲学社会科学重点研究基地浙江理工大学浙江省生态文明研究中心基地课题(15STYB04) 杭州电子科技大学人文社会科学研究基金资助项目(KY2035615001)
【分类号】：F323;F713.55
[Abstract]:Based on the multivariate Logit regression model, this paper analyzes the main factors influencing consumers' participation in community support for agricultural (CSA), focusing on the concept of healthy life of consumers, perception of expected risk, and factors of trust. Three dimensions of agricultural products analysis of its impact on consumer participation in CSA. The results show that consumers' trust in current food safety and quality, recognition of organic product labels and perceived level of participation risk have a negative impact on the willingness to participate in CSA; The concept of healthy life, the level of cognition and trust on CSA, and the willingness to buy organic food have a positive effect on the willingness to participate in CSA. According to this, the integration service strategy of "Internet" and CSA mode is put forward.
【作者单位】： 杭州电子科技大学管理学院;
【基金】：教育部人文社会科学研究规划基金项目(10YJA630117) 浙江省社科规划项目(12JDCY02YB) 浙江省哲学社会科学重点研究基地浙江理工大学浙江省生态文明研究中心基地课题(15STYB04) 杭州电子科技大学人文社会科学研究基金资助项目(KY2035615001)
【分类号】：F323;F713.55
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