消费者参与地标农产品众筹影响因素分析

农产品销售问题是一直存在的,此前就有学者提出并研究将农产品销售和众筹营销相结合,利用众筹这一有效的融资手段解决农户资金和农产品销售问题,特别对贫困地区的农户增加收益是有利的。本文针对地标农产品,研究消费者参与地标农产品众筹意愿的影响因素。提出影响参与意愿的研究模型,通过问卷调查收集相关的数据。通过信度、效度等分析验证了量表及模型的可靠性。并从消费者创新、时间偏好以及品牌知名度这三个影响参与众筹意愿的因素方面提出应对建议,以提高消费者参与众筹的意愿。

Analysis of Factors Influencing Consumers' Participation in Crowdfunding of Landmark Agricultural Products

The problem of agricultural product sales has always existed. Some scholars have proposed and studied the combination of agricultural product sales and crowdfunding marketing before, and use crowdfunding as an effective financing method to solve the problems of farmer funds and agricultural product sales, especially for farmers in poor areas. Is beneficial. This article focuses on landmark agricultural products and studies the influencing factors of consumers’ willingness to participate in landmark agricultural product crowdfunding. Propose a research model that affects willingness to participate, and collect relevant data through a questionnaire survey. The reliability of the scale and model is verified through reliability and validity analysis. It also proposes countermeasures in terms of three factors that influence consumer willingness to participate in crowdfunding, including consumer innovation, time preference and brand awareness,in order to increase consumers’ willingness to participate in crowdfunding.