CSA模式下社群互动、社群信任与顾客公民行为——原产地形象的调节作用  

Community Interaction,Community Trust and Customer Citizenship Behavior in Community Supported Agriculture:Moderating Effect of Image of Origin

作　　者：吴宁 杨宜苗[1] 李健生[1] 杨景瑶 WU Ning;YANG YiMiao;LI JianSheng;YANG JingYao(Dongbei University of Finance and Economics, Dalian 116025)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《财贸研究》2022年第4期99-110,共12页Finance and Trade Research

基　　金：国家自然科学基金面上项目“消费者感知零售商创新性:结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究”(71872030);国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”(18ZDA058)。

摘　　要：社群互动包含信息互动和人际互动,在CSA模式下,社群互动可以激发顾客公民行为。基于SOR范式,构建“社群互动—社群信任—顾客公民行为”理论模型,并检验了原产地形象的调节作用。基于CSA农场会员299份有效样本的实证研究结果表明:在CSA模式下,社群互动对顾客公民行为存在正向影响;社群信任对顾客公民行为存在正向影响,且其在社群互动与顾客公民行为的关系中发挥中介作用;原产地形象正向调节社群信任对顾客公民行为的影响。因此,在CSA运营实践中,要增强社群互动,建立社群信任,提升农产品的原产地形象。Community interaction includes information interaction and interpersonal interaction.In CSA model,community interaction can stimulate customer citizenship behavior.Based on the SOR paradigm,this paper constructs a theoretical model of“community interaction-community trust-customer citizenship behavior”and tests the moderating effect of the image of origin.An empirical study using 299 valid samples of CSA farm members shows that in CSA model,community interaction has a positive effect on customer citizenship behavior.Community trust has a positive effect on customer citizenship behavior and plays an intermediary role in the relationship between community interaction and customer citizenship behavior.The image of origin positively moderates the influence of community trust on customer citizenship behavior.In the operation practice of CSA,the interaction of community should be enhanced,community trust should be established,and the image of origin of agricultural products should be improved.

关 键 词：社区支持农业 社群互动 顾客公民行为 原产地形象 

分 类 号：F272.3[经济管理—企业管理]