基于结构方程模型的休闲农业消费者行为意向研究  

Research on Consumer Behavior Intention of Leisure Agriculture Based on Structural Equation Model

作　　者：高玉琦 胡宝贵[1] Gao Yuqi;Hu Baogui(Economics and Management School,Beijing University of Agriculture,Beijing 102206)

机构地区：[1]北京农学院经济管理学院,北京102206

出　　处：《农业展望》2021年第3期120-125,共6页Agricultural Outlook

基　　金：北京市农业农村局团队建设专项“西甜瓜创新团队岗位专家项目”(BAIC10-2020)。

摘　　要：休闲农业作为一种新型农业发展模式,是农业三产融合的有力抓手,为中国农业转型提供了有力支撑。以北京市休闲农业采摘园为例,基于消费者采摘调研数据,构建休闲农业消费者行为意向模型,分析其感知价值、满意度和行为意向三者之间的影响路径系数。结果显示,休闲农业消费者感知价值显著正向影响其满意度,满意度显著正向影响行为意向,感知价值显著正向影响其行为意向并且满意度在其中起到部分中介作用。最后,围绕提升消费者对环境、特色、服务和成本的利得感提出了相关建议。As a new mode of agricultural development,leisure agriculture is a powerful starting point for the integration of primary,secondary,and tertiary industries,and it provides a strong support for China’s agricultural transformation.Taking the picking garden of leisure agriculture in Beijing as an example,based on consumer picking survey data,the behavioral intention model of leisure agriculture consumers was constructed,the influence path coefficients among their perceived value,satisfaction and behavioral intention were analyzed.The results showed that the perceived value of leisure agriculture consumers has a significant positive impact on their satisfaction,the satisfaction has a significant positive effect on behavioral intention,perceived value has a significant positive effect on behavioral intention,and satisfaction plays a partial mediating role in it.Finally,some suggestions were put forward to improve consumers’sense of benefit for environment,features,services and costs.

关 键 词：休闲农业 消费者 行为意向 感知价值理论 

分 类 号：F323.4[经济管理—产业经济] F713.55