定制农产品项目众筹参与意愿的影响因素研究——独特性需求的中介作用  

A Study on the Influence of the Purchase Intention of Customized Agricultural Products:The Intermediary Role of The Need for Uniqueness

作　　者：范公广[1] 吴旭栋 FAN Gong-guang;Wu Xu-dong(School of Economics and Management,Shihezi University,Shihezi,Xingjiang 832003)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832003

出　　处：《江南大学学报（人文社会科学版）》2024年第4期20-28,共9页Journal of Jiangnan University：Humanities & Social Sciences Edition

基　　金：国家自然科学基金项目“环境、社会和治理(ESG)表现对企业韧性的影响研究”(72362030);新疆杏产业技术体系专项资金项目(XJCYTX-03)。

摘　　要：为探析权力感知下消费者定制农产品决策逻辑,在回顾已有研究的基础上,文章构建了个体权力感、独特性需求和定制农产品购买意愿三者之间关系的概念模型。利用SPSS23.0为分析工具,采用逐层回归法对调研所得的449份有效问卷进行分析。结果显示:权力感对定制化农产品购买意愿和独特性需求均有显著的正向影响,独特性需求对定制化农产品购买意愿具有显著的正向影响,独特性需求部分中介了权力感对定制化农产品购买意愿的影响。研究结论有助于定制农产品生产者针对性地选择目标市场,设计合适的营销策略提升效益。In order to explore the influence mechanism of the power on purchase intention of customized agricultural products,a theoretical model of the relationship among individual power,uniqueness demand and purchase intention of customized agricultural products was constructed on the basis of the revision of previous studies.With SPSS 23.0 as an analysis tool,449 valid questionnaires were tested using stepwise regression analysis.The results show that the power has a significant positive effect on the purchase intention of customized agricultural products,and on the need for uniqueness,and the need for uniqueness has a significant positive effect on the purchase intention of customized agricultural products.In addition,the need for uniqueness mediates the impact of the sense of rights on the purchase intention of customized agricultural products.

关 键 词：权力感 定制化农产品 购买意愿 独特性需求 

分 类 号：F71[经济管理—产业经济]