Study On The Influence Of Community Supporting Agricultural (CSA) Members' Perceived Value On Customer Engagement Behavior

With the improvement of living standards,people's requirements for food quality have also increased.Coupled with the frequent food safety problems in recent years,community-supported agriculture(CSA)has gradually prospered.It directly connects producers and consumers,allowing products to reach the table from the field,shortening the chain of agricultural products and enhancing the connection between producers and consumers.At the same time,the development of the online community has also provided assistance to the CSA farm.The farm photographed by mobile phone,uploaded photos,added text descriptions,and sent to WeChat group and circle of friends to reach a single transaction.Consumers in QQ group WeChat group can talk to laugh and buy the right product.In the community,there will be customer engagements such as customer referrals,word-of-mouth purchases,and event participation.How does the farm operate its own community to get customer engagement behavior,and what role does community identity play in it?Can the perceived value of consumers promote community identity?This paper hopes to explore the relationship between perceived value,community identity,customer perception support and customer fit behavior through empirical research on CSA,and explore the relationship between community identity and customer fit behavior to perceive value and community.Identity and customer perception support provide guidance on how the farm guides customer engagement.Most of the existing research on CSA focuses on model interpretation,case analysis and discussion of factors affecting trust.There are few empirical tests based on model framework.Based on the research of CSA-type farm members,this paper constructs the perceptual value as the independent variable,the community identity as the mediator,the customer fit behavior as the dependent variable,and the customer perception support as the adjustment variable.Theoretical model.The collected sample data were empirically tested using AMOS 23.0 and SPSS 24.0 statistical analysis software.The results of empirical analysis are as follows:The functional value and emotional value of the community's support for perceived value in agriculture can significantly influence the social identity,and the social identity completely mediates the relationship between perceived value and customer fit.Customer perception supports positively adjusting the relationship between community identity and customer fit behavior.These conclusions are conducive to expanding the theoretical research of community-supported agriculture,and also help farmers to manage decision-making and promote the healthy development of CSA-type farms.Finally,this study provides suggestions for community-supported farms under the agricultural model for community management and customer engagement,and points out the research limitations and future research directions of this study.The innovations of this paper mainly have the following two aspects:Firstly,in the context of community-supported agriculture,this paper constructs a theoretical model with perceptual value as the independent variable,community identity as the mediator,customer perception support as the adjustment variable,and customer fit behavior as the dependent variable,based on social exchange theory and network.The social marketing theory introduces the community identity as a mediator variable to the model of perceived value to customer fit behavior,which provides a new perspective on the mechanism of customer fit behavior in CSA context,enriches its antecedent variables,and breaks the existing literature focus.Focus on the limitations of trading sexual behavior.Secondly,in the choice of mediator variables,this study combines specific research scenarios and believes that the community has an extraordinary impact on CSA activities.Consumers are far more dependent on the CSA community than other communities,and more agree with the culture and atmosphere of the community.Incorporate community identity as a mediator variable into the model,and explore the whole process of the impact of perceived value on customer engagement behavior.Combined with the research conclusions,this paper provides several marketing suggestions for CSA farms:First,CSA farms should pay attention to high-quality food supply;second,adopt multiple marketing methods to increase access to customers;third,pay attention to the role of online word-of-mouth and strengthen customers.The management of the relationship.