| With the development of livelihood,people have an increasing demand for diet quality as well as the appearance of frequent food security issues.Thus,the new agricultural selling pattern which is also called CSA is springs up.With the idea of sharing risks and interests,CSA connects customers and producers,which makes the product can directly reach customers' table.It not only shortens the transferring chain but also strengthens the connection between producers and customers.Membership is one of the major forms of community support for agriculture.At present,most CSA-type farms are faced with problems such as small membership base and insufficient viscosity.In the background of CSA,the relationship between members and farmers are not merely trading relationship.The hidden psychological contract is essential to maintain the relation together with the explicit provided items.The psychological contrast satisfaction will have a positive effect on growing trust for consumers as well as promoting customers' good behavior.In the meanwhile,the support from the farm which is perceived by customers also has a significant influence in maintaining the relation between farmers and customers.Most of the analysis are based on the interpretation of pattern,case analysis and the discussion about the influential factors of trust.The experimental inspection based on the framework is far too less.Through reading,analyzing the documents from home and broad,This article takes CSA farm members as the research object,and then we make a theoretical model which takes psychological contract as an independent variable,consumer trust as intermediary variable,customer compliance as an dependent variable,and customer perceived support as moderator variable.In addition,we checked our analysis by intercepting and making research online to collect the questionnaires,along with using the application AMOS 23.Oand SPSS 24.0 to validate the collected 294 questionnaires.It can be concluded that:(1)The satisfaction of quality,service,society,emotional benefit,communication and prices has a significant positive impact on consumers' trust,the higher satisfaction of several dimensions,the higher level of trust of members.Moreover,the award for the regular customers does not have a significant influence on consumer's trust.(2)The satisfaction of quality,service,society,emotional benefit,communication and prices has a significant positive impact on consumers'contrasted behavior,the more trust they have on farms,there exists more possibilities for them to behave well.(3)the trust of consumer has a significantly positive impact on customers' satisfaction.The higher of the member's trust to the farm,it is more likely for them to behave well.The trust of consumer in quality and service,social and emotional benefits,communication plays an intermediary role in price to meet with the customer relationship with behavior,it means the satisfaction of four dimensions will not only have a direct impact on customer engagement behavior,the consumer trust transferred through customers also has indirect effect on customer engagement behavior.(4)The perception of customer has a positive effect on the relationship between customer trust and customers' engagement behavior,the higher of customer perceived support degree,the greater influence impact on customers' engagement behavior.These analyses not only enrich the theoretical research on agriculture,on the other hand it also provides valuable suggestions for farmers to promote the management and it accelerates the benign development of CSA farm.There are two innovative aspects of this essay:(1)In order to take customers' engagement as the research objection,this research expands a researching view from the influential factors.Previous studies always paid attention to the psychological contract,the loyalty to the customers,the willing to purchase,but had less studies on customers' behavior engagement.Take the psychological contract as the starting point,the study explored the psychological.contract in dimensions to analyze the influence of consumer trust and customer behavior engagement which reveals the method to influence and the function of trust.This essay not only enriches and improves the related research on customer engagement,it also breaks the existing limitations of trading behavior which is focused by the literature.(2)The previous scholars used to study the regulated effect of the organizational support.however,in the field of marketing,the role for customers to become a 'part-time worker" has become more and more significant.The support of the enterprises also has an essential impact on customer engagement,but only few professors have explored its moderating effect.This article introduces customer perception support into the model framework to explore its regulatory role.This essay not only improves the relevant researches but also provides a reference for farm management... |
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