摘要
农产品众筹对于拓宽农民就业增收渠道、促进乡村经济振兴具有重大意义。以顾客总价值理论为切入点,利用问卷调查数据,从产品价值、服务价值、人员价值、形象价值等四个方面对农产品众筹项目参与意愿的影响因素进行了实证研究。研究结果表明,产品价值、服务价值及形象价值对消费者参与农产品众筹项目的意愿均有显著的正向影响。研究结果为提升消费者农产品众筹参与意愿,提高农产品众筹项目成功率提供了理论指导。
Crowdfunding of agricultural products is of great significance to broaden the channels of increasing farmers'employment and income and promote the revitalization of rural economy.Based on the theory of total customer value,this paper makes an empirical study on the influencing factors of willingness to participate in crowdfunding projects of agricultural products from four aspects:product value,service value,personnel value and image value.The results show that product value,service value and image value have significant positive effects on consumers'willingness to participate in crowdfunding projects of agricultural products.The results provide theoretical guidance for improving consumers'willingness to participate in crowdfunding of agricultural products and improving the success rate of crowdfunding projects of agricultural products.
作者
李民
林心如
郑光进
LI Min;LIN Xinru;ZHENG Guangjin(Department of International Economic and Business,Fujian Business University,Fuzhou Fujian 350001)
出处
《山东农业工程学院学报》
2021年第7期1-5,共5页
The Journal of Shandong Agriculture and Engineering University
基金
2020年度福建省自然科学基金项目“乡村振兴战略背景下涉农中小企业网络众筹融资机制创新研究”(2020J01314)
2020年度福建省中青年教师教育科研项目“农产品网络众筹融资绩效问题研究”(JAS20235)。
关键词
农产品众筹
顾客总价值
参与意愿
crowdfunding of agricultural products
total customer value
willingness to participate
