常德市创意农业消费意愿影响因素研究

Influencing Factors of Consumption Intention of Creative Agriculture in Changde

创意农业是新型农业业态,其促进一二三产业融合,带动乡村富民增收。常德市创意农业市场初具雏形,了解影响消费者消费创意农业因素,对加快常德市创意农业发展起重要作用。基于对常德市创意农业消费者意愿影响因素187份调研问卷数据,以推拉理论为基础,提出6个假设,运用二元Logistics回归模型对6个假设进行验证。结果表明:消费者受教育程度、创意农业具有创意思维、创意农业相关交通方便及创意农业宣传到位与消费者消费创意农业呈显著正比。基于此,提出常德市在开发创意农业时应注重对当地文化的融入,同时加大对创意农业的宣传及在营销策略上注重“神秘感营销”。

Creative agriculture is a new type of agricultural industry,which can promote the integration of primary,secondary and tertiary industries,and lead farmers to be wealthy.The market of Changde creative agriculture is taking shape.Understanding the factors that affect consumers consuming creative agriculture plays an important role in accelerating the development of Changde creative agriculture.Based on the data of 187 survey questionnaires on the influence factors of consumers'consumption intention to creative agriculture in Changde,six hypotheses were proposed according to the push-pull theory,and then were verified by the binary logistics regression model in this article.The results show that consumers'education level,creative thinking,transportation convenience,and publicity are significantly proportional to the consumption intention of creative agriculture.Therefore,it should pay attention to the integration with local culture,at the same time enhance the propagation of creative agriculture and highlight"mystery marketing"strategy in developing creative agriculture.