Influence Research Of Customer Perceived Value On Behavioral Intentions In Picking Style Leisure Agricultural Tourism

In recent years,with the rapid development of leisure agricultural tourism in China and the emergence of various types of picking style leisure agricultural tourism parks,agricultural enterprises are facing with fierce competition pressure.In order to obtain market competitive advantages,they are guided by the pursuit of customer value.Understanding customer behavioral intentions has become a hot topic for agritourism enterprises.Based on the background of picking style leisure agricultural tourism,this paper studies the components of customer perceived value and the influence of each dimension of perceived value on satisfaction and behavioral intentions,thus providing useful references for the managers of agricultural enterprises to make better planning and management decisions.It has a certain theoretical and practical significance.Firstly,this paper sorts out the related literatures of leisure agriculture tourism,picking style leisure agriculture tourism,customer perceived value,satisfaction and behavioral intentions.Combined with the actual situation of picking style leisure agriculture tourism.The customer’s perceived value is initially divided into six measurement dimensions: environmental value,characteristic value,service value,management value,knowledge value,and cost valueare used as independent variables,the satisfaction is introduced as the mediator variable,the behavioral intention is the dependent variable,the research hypothesis is proposed,and the research model is established.Secondly,the domestic and foreign mature scale design survey is used for reference.Questionnaire through field research in local picking style leisure agriculture parks,269 valid questionnaires were obtained,SPSS24.0 and AMOS21.0 software were used to test the reliability,validity analysis,exploratory factor analysis and confirmatory factor analysis of the sample data,The results of data analysis verify the research model and research hypothesis proposed in this paper.The research conclusion is as follows: First,the six dimensions of customer perceived value are positively affecting the behavioral intention.Second,customer satisfaction plays an intermediary role in the relationship between customer perceived value and behavioral intention.Finally,through the conclusion,this paper provides suggestions for the managers of picking style leisure agricultural tourism enterprises.It is hoped that agritourism enterprises can enhance customer perceived value in many aspects,and pay attention to customer satisfaction,thus stimulating customers’ positive behavioral intentions and enabling the enterprises to win a larger market share.