社区支持农业(CSA)下社群成员的感知价值对社群信息分享意愿的影响研究  

Research on the Influence of Community Members’Perceived Value on Community Information Sharing Intention in CSA

作　　者：黄婷 范萌萌 张玉荣 Huang Ting;Fan Mengmeng;Zhang Yurong(School of Management,Zhejiang Shuren University,Hangzhou 310015,China)

机构地区：[1]浙江树人学院管理学院,浙江杭州310015

出　　处：《科技创业月刊》2024年第5期13-19,共7页Journal of Entrepreneurship in Science & Technology

基　　金：浙江省科技创新活动计划暨新苗人才计划项目“左手乡村振兴,右手社群迭代——浙江宁波鄞州CSA社群优化研究”(2023R420004)。

摘　　要：探究社区支持农业(CSA)模式下社群成员感知价值对信息分享意愿的影响。基于当前消费者对健康农产品需求的增长,以及CSA模式在乡村振兴政策支持下的趋势,通过问卷调查和SPSS软件实证分析发现,社群成员感知有用性和感知易用性均对其信息分享意愿产生显著正向影响,其中感知易用性的影响更为显著。此外,社群认同在感知价值与分享意愿之间起到中介作用,而参与动机对感知价值与社群认同之间的关系具有正向调节作用。研究结果对于优化CSA社群运营策略、增强社群凝聚力、提升消费者满意度和忠诚度具有重要的实践意义;同时,为社群营销和乡村振兴提供了新的理论视角和实证支持。The purpose of this study was to explore the impact of community members’perceived value on their willingness to share information under the Community Supported Agriculture(CSA)model.Based on the current growth of consumer demand for healthy agricultural products,as well as the trend of the CSA model supported by rural revitalization policies.By constructing a research model,this paper uses the questionnaire survey method to collect data,and uses SPSS software to conduct empirical analysis.The results show that both perceived usefulness and perceived ease of use have a significant positive impact on community members’willingness to share information,and the impact of perceived ease of use is more significant.In addition,community identity plays a mediating role in the relationship between perceived value and willingness to share,and participation motivation has a positive moderating effect on the relationship between perceived value and community identity.The results of this study have important practical significance for optimizing the CSA community operation strategy,enhancing community cohesion,and improving consumer satisfaction and loyalty.At the same time,this study provides a new theoretical perspective and empirical support for community marketing and rural revitalization.

关 键 词：感知价值 分享意愿 参与动机 社群认同 

分 类 号：F324.1[经济管理—产业经济]