The Study Of The Relationship Between The Perceived Value Of CSA Consumers, Satisfaction And Behavioral Intentions

With the attention to food safety, a new type of Agriculture mode-Community supported Agriculture arises. CSA in China starts late, but it develops very fast. It is estimated that there are about 100 CSA farms in our country. In the rapid growth of CSA farms, due to poor management, customer turnover rate of CSA farms is rising sharply. As all we know, Long-term business success of enterprise depends on whether consumers can continue to use the company’s products. Consumer value is considered as the driving force which can strengthen customer satisfaction and loyalty. Exploring the dimensions of CSA consumer perceived value and analyzing the effect of consumer perceived value to consumer loyalty can show the direction of CSA managers to implement marketing plan of consumer loyalty based on consumer perceived value.Combining the theory of perceived value and interview records from the members of CSA farms, the perceived value of CSA consumers is clarified in the paper. Then this paper puts forward the relationship model between the perceived value, satisfaction and behavioral intentions based on the theory of value and satisfaction causal link. After that the paper discusses the relationship between the perceived value of CSA consumer, satisfaction as well as behavioral intentions by empirical research.This paper mainly draws the following conclusions:(1) The perceived value of CSA consumers is composed by perceived benefits and perceived sacrifices. The perceived benefits include product value, emotional value and social value. While the perceived sacrifice include inconvenience and perceived risk. The empirical result shows that all the dimensions of the perceived vale have remarkable effect on consumer satisfaction and behavioral intentions.(2) Satisfaction is the most powerful explanatory variables of behavioral intentions based on the regression coefficients of all the relevant variables to behavioral intentions, which is same to the research conclusion of Oliver, Swan & Trawick.(3) Among all the dimension of perceived value of CSA consumers, the product value has the most important influence to behavioral intentions.(4) According the analysis of regression and SEM, inconvenience has the most important influence to satisfaction, followed by perceived risk.