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 pa-per 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 relation-ship between perceived value and willingness to share,and participation motivation has a positive mod-erating 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,en-hancing 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.
Perceived ValueA Willingness to ShareEngage in Motivational Community Identification
维普
万方数据
