Consumer Psychological Empowerment Impact On The Participated Willing Of Community Support Agriculture

With the improvement of people’s living level,a new model of agricultural products gradually steps into people’s life,which is the community support agriculture.Community support agriculture can make consumers and producers of the food chain closely connect the relationship between a new way of agricultural products sales model.Community support agriculture aims at establishing a relationship between some of the farmers and some community to develop a mutual support,risk resisted,interests divided,which is to emphasize the equality and mutual assistance relationship between producers and consumers.Nowadays scholars in the community support agriculture research mainly concentrated on the case about the operation mode of the community support agricultural research and study of consumer trust and other factors.For the reason that there are serious problems between the customers and producers in the field of information and over-produced,whether we should give the power to customers to make them learn more about the product to enhance their willing to participation,which has become the direction of this study.In this study after combining the existed domestic and foreign scholars on the basis of research achievements,I focus on consumer psychological empowerment as the independent variable,interaction as intermediary variable,demands of consumers to participate in community support agriculture theory model as the dependent variable.By intercepting and network questionnaires to collect data,and I have used the SPSS 19 software to tackle to the 343 valid questionnaires collected to make the data statistics processing.At the same time I have inspected the related assumption and the specific research conclusions.The conclusion of this study are as following:(1)Dimensions of consumer psychological empowerment have positive influence to interactive.In the process of consuming,when the consumers perceived the greater of choice power,the greater of informing power and the greater influenced power,then he will be more willing to go further into the contact of interactive website,merchants and other consumers;(2)Dimensions of interactive have positive influence to consumers’ willingness to participate in community support agriculture.The greater stepping into communication between the consumers and the website,the greater stepping into communicating between the consumers and the businesses,the greater stepping into the communication between the clients and other consumers to make clients understand the merchants,goods with a new recognition and trust mechanism.So he is more willing to participate in community support agriculture;(3)Each dimensions of interactive have played a mediation role between the consumer psychological empowerment and consumers’ willing to participate in community support agriculture.This study has concluded that when consumer psychological empowerment have an influence on consumers’ willing,it have to depended on each dimensions of interactive.At the same time,different dimensions of interactive will have different degree of influence on consumer psychological empowerment and consumers’ willing to participate in community support agriculture;(4)Dimensions of consumer psychological empowerment have positive influence on consumers’ willingness to participate in community support agriculture.The choice power,informing power and influenced power will have different degree of influence on consumers’ willing to participate in community support agriculture.The most influential aspect is choice power;Above all,from the perspective of theory,all of the concludes have enriched the modern study of community support agriculture.All of them have put the emotion of customers into the field of community support agriculture.All the concludes have revealed the influence it has on the willing to participate the community support agriculture,which also broaden the horizon of this field;from the perspective of reality,this study also provides a new kind of thinking,which has introduced them to build the trust of customers,increase the willing of customers,enhancing the advantage of competition.The innovation of this study point is revealed in the following three aspects:(1)Nowadays,the study of consumer psychological empowerment mainly concentrates on the relationship between consumer psychological empowerment and customer participating,customer experience,customer satisfaction,service failure,attribution and so on,and the study field is service industry.From this study,this study will from the perspective of customer to study when the customer owing the power,how will it make an influence on the willing to participate the community support agriculture;(2)Nowadays,when studying the relationship between interactive and willing,all the scholars have focused on the perceptual risk,experience,trust and so on.At the same time,the website interactive main restricts in the online BBS.All of them study the website interactive from the aspect of the relationship between member and BBS,merchant and other members.This research through the accumulation of a series of related essays,on one hand,it has combined the off-line producers.On the other hand it has make the direct effect between interactive and willing,which enriched the content of interactive.(3)The current essay about community support agriculture are mainly about the trust between customers and community support agriculture from the aspect of modes and cases.This research studies how to enhance the willing to participate the community support agriculture at the basis of the current essay to promote the sustain development of community support agriculture in China.