农业展促进有机农产品消费的作用机制及媒介效果——基于采纳过程模型的解释

The Media Mechanism of Agricultural Shows in Promoting the Consumption of Organic Agricultural Products and Its Effect:An Explanation Based ontheAdoptionProcess Model

发展绿色有机农业具有高附加值且生态环保的优势,是乡村产业振兴的可持续路径,但面临市场接受度低的困境。近年来,农业展成为公众了解与购买有机农产品的重要场景,但其媒介效果尚未得到学理解释。基于采纳过程模型,文章分析97例访谈,构建了农业展促进有机农产品采纳的媒介作用机制:(1)农业展是促进公众有机农产品采纳的有效媒介,在采纳过程的各阶段均产生作用;(2)农业展形成了“拓宽意识集-信息搜寻-建立信任-体验反馈-采纳意向”的媒介效果;(3)农业展将采纳过程压缩于同一空间,重构了新产品一般采纳模型的线性过程,形成了跳跃与融合的非线性过程;(4)观众可分为绿色先锋者与大众消费者,呈现“兴趣驱动”与“试用优先”的差异。研究拓展了对消费展传播新产品与新理念的作用理解,弥补了有机食品研究忽视外部媒介作用的不足,并为会展业助力乡村产业振兴提出建议。

With its high added value and eco-friendly character,green and organic agriculture is a sustainable path for rural industrial revitalization.However,such agriculture is faced with the dilemma of low market acceptance.High prices,lack of awareness,and trust are the key reasons for that situation.Thus,to eliminate market uncertainty and mistrust,it is essential to establish an effective delivery mechanism for information related to organic food.In recent years,agricultural shows have become an important means in China for the public to understand and purchase organic agricultural products;However,the media effect of such shows has not yet been subjected to theoretical explanation.To construct a mechanism model of agricultural shows for promoting the adoption of organic agricultural products,the present study analyzed 97 interviews by applying the adoption process model.The following results were obtained.(1)Agricultural shows are an effective means for promoting the adoption of organic agricultural products at all stages of that process.(2)Visitors to such shows formed the following adoption process:awareness broadening;information search;trust building;experience feedback;and intention to adopt.(3)The shows compress that adoption process into a single space,thereby reconstructing the linear adoption process into a nonlinear process(some steps in the adoption may be omitted or some steps can occur simultaneously).(4)Visitors to the shows can be categorized into"green pioneers"and ordinary consumers,which reflects the difference between"interest-driven"and"trial-first"consumers.On the one hand,green pioneers have a certain awareness and understanding of organic consumption,and they are interest driven in that they search for and adopt new products at agricultural shows;Once they are interested in such products,they are willing to take perceived risks and adopt them quickly.On the other hand,ordinary consumers are lacking in knowledge about organic agricultural products,and they develop an immediate experience by sampling as well as trial and error;In that way,they eliminate uncertainty and display trial-first characteristics.The present study expands the understanding of the role of consumer shows in disseminating new products and ideas.This research found that multichannel on-site interaction,the on-site experience,and key message transfer can reduce consumer uncertainty and risk perceptions as well as enhance trust in organic food.In addition,this paper emphasizes that consumer shows are not only communication media but also exert the media effect of public awareness and education.This study addresses the neglect of external media in organic food research,and it makes suggestions for the exhibition industry to make a contribution to revitalizing the rural economy.