个人休闲农场租赁平台使用意向调查研究

Research of Usage Intention on the Lease Platform of Personal Ieisure Farm

随着社会竞争加剧,大部分群众的生活压力逐渐增大。传统休闲娱乐方式已经无法完全满足他们的需求,人们急需一种新的休闲方式放松心情、舒缓压力。与此同时,大多农村耕地闲置,也造成了农民收入水平的下降以及农村资源的浪费。目前个人休闲农场的概念对于许多人是陌生的,个人休闲农场的发展在中国并未成熟,但在未来它必将以其独有的文化底蕴和自然、生态内涵,博得越来越多城市游憩者的青睐。因此如何在休闲农场与用户的需求建立一座桥梁,使需求相匹配,是对于休闲农场的研究需要解决的问题之一。针对上述问题,文章提出了建立个人休闲农场土地租赁平台的建议,并就这一平台的用户使用意愿及发展前景作出研究,对用户的使用意愿影响因素建立模型,通过调查问卷的方式获取调查结果,并就调查数据分析检验模型的可靠性及提出该平台的发展建议。

As social competition intensifies, the life pressures of most people are gradually increasing. Tradi- tional ways of leisure and entertainment have been unable to meet people＇s needs, so they need a new way to relax themselves and release their stress urgently. At the same time, the idle field in countryside also leads to failing incomes of farmers and the resource waste. Recently, the idea of personal leisure farm is not familiar with most of people, and the development of leisure farm in China is immature. However, in the future it will be more and more popular with its unique culture and natural, ecological connotation. Therefore, one of the questions which needs to be solved urgently with leisure farm is how to keep the balance of needs between the operators and users of leisure farm.According to above problems, this paper puts forward the suggestion of estab- lishing the leasing platform of personal leisure farm. And we also investigate the user＇s intention and development prospective of such leasing platform. A model based on the influence factors of user＇s intention is developed. At last, we carry out a questionnaire to test the model＇s reliability, and put forward some suggestions of the devel- opment of this platform.