Research On Crowdfunding Of Agricultural Products Development Level Measure And Influence Factors In Heilongjiang Province

Nowadays,the rural market field has been an important domain for pulling domestic demand in China,however,at present,Chinese traditional agricultural product trading channels become too difficult to fulfill the demands of contemporary social evolvement.Based on the above,a major method to realize the marketing upgrade of primary products is to develop crowdfunding of consumer agricultural products.It is a significant practical issue to study the development level and influence factors of consumer farm produce.Firstly,the research background and purpose of crowdfunding of consumer agricultural products were introduced,the research significance from the th eoretical and practical aspects were analyzed,and the related literatures at home and abroad were described comprehensively in this paper.From the new research perspective of consumer crowdfunding,the research methods involved were proposed and the technical roadmap was constructed according to the logical ideas and main contents.The concepts related to consumer agricultural products crowdfunding were defined,which were guided by 4Cs marketing theory and information asymmetry theory,which combined with field research.The risk of crowdfunding development of consumer agricultural products was descriptively analyzed.From the four factors of key processes,core resources,value proposition and profit model,the construction process affecting the pre-sale process of agricultural products was elaborated.The issues of financing and expanding marketing channels have been analyzed.Secondly,the development scale and development potential of Heilongjiang Province's consumer agricultural products crowdfunding were studied through the investigation of 16 consumer agricultural product crowdfunding demonstration bases.The case analysis of the crowdfunding demonstration base of Heilongjiang Yuanye Food Co.Ltd.was carried out,and the problems faced in the development of crowdfunding consumption of agricultural products in Heilongjiang Province were summarized,mainly due to insufficient propaganda,serious talent shortage,insufficient infrastructure construction funds,high logistics costs and urgent improvement of crowdfunding environment.Thirdly,the theoretical basis of domestic and international research on the crowdfunding for consumer agricultural products should be drawing on and the exhaustive and comprehensive high-standard level measurement evaluation system should be established and improved,the research hypothesis model is proposed,which is developed from the personnel quality index related to the crowdfunding for consumer agricultural product.Fifteen secondary evaluation indexes were evaluated in four dimensions: the scale index,the development index,potential index and the technical support index that were related to the crowdfunding for consumer agricultural products.The field research of 16 consumer-oriented agricultural product demonstration bases in Heilongjiang Province and the statistical data of the provincial agricultural committee information website and related literature materials and the factor analysis method were applied to measure,compare,and sort the sample development level of consumer agricultural products with the help of SPSS 19.0 data analysis software,besides,the plausibility verification of this indicator system was also carried out.Finally,the influence factors of the decision-making behavior of crowdfunding investment in consumer products were analyzed empirically,and the research on the characteristics of individual characteristics,expected returns,trust,promotion conditions,risks and project attributes of online consumers were also conducted.Logistic regression is adopted to analyze the income of online consumer,unique agricultural products and services,sense of accomplishment,type of reward,qualification,word of mouth,video and picture quantity and reasonable pricing,which have a significant im pact on consumers' decision-making behavior of consumer agricultural products.In conclusion,it is found that the personnel quality index,development scale index,development potential index and technical support index related to crowdfunding are the cor e elements of the evolvement of consumer agricultural products in Heilongjiang Province.The level of growth of 16 crowdfunding for consumer agricultural products demonstration bases is ranked as : Wuchang City,Qidong County,Hailun County,Qing'an County,Fangzheng County,Qiling County,Wuyuan County,Baiquan County,Keshan County,Fuyu County,Huachuan County,Nenjiang County,Muling County,Hailin County Fuyuan County,Suifenhe City.Suggestions are made from the perspectives of crowdfunding platform,government and producers based on the research results,it is vital that to promote the development of crowdfunding for consumer agricultural products and enhance their development level.