消费者对CSA的感知价值和行为意向关系研究  

An Empirical Study on the Relationship between Consumer Perceived Value and Behavioral Intentions

作　　者：文亮[1] 李婷[1] 

机构地区：[1]长沙理工大学经济与管理学院,湖南长沙410004

出　　处：《长沙理工大学学报（社会科学版）》2015年第3期122-126,共5页Journal of Changsha University of Science and Technology：Social Science

基　　金：国家软科学项目(2012GXS4D093);湖南省社科基金重点项目(14ZDB06);2013现代企业管理中心项目(13QGB6)

摘　　要：随着对食品安全的关注,一种新型的农业模式——社区支持农业(Community Supported Agriculture,简称CSA)应运而生。我国CSA起步较晚,但发展很快。在CSA农场快速增长的同时,由于经营管理不善,消费者流失率急剧上升。消费者价值被视为导致消费者满意与忠诚的驱动力。以消费者感知价值作为前因,探究CSA农场消费者感知价值维度对消费者满意度和行为意向的关系,可为CSA农场实施基于消费者价值创造的营销计划指明努力的方向。With the attention to food safety,a new type of Agriculture mode,i.e.,Community Support Agriculture arises.CSA in China starts late,but it develops very fast along with the rapid growth of CSA farms;yet due to poor management,customer defection rate is serious.Consumer perceived value is considered to be the driving force of the satisfaction and loyalty of the consumers.Researching the CSA consumer perceived value and analyzing the effect of consumer perceived value to consumer loyalty can reveal the direction of CSA managers to implement marketing plan of consumer loyalty based on consumer perceived value.

关 键 词：社区支持农业 消费者感知价值 满意度 行为意向 

分 类 号：F320.1[经济管理—产业经济]