Research On The Impact Of Internet Use On Residents’ Leisure Agricultural Consumption Behavior

As an emerging agricultural industry,leisure agriculture has the characteristics of efficient and green industry.At the same time,it can promote the integrated development of urban and rural areas as an efficient link.It is an important means for China to consolidate the achievements of poverty alleviation and promote the effective connection between poverty alleviation and Rural Revitalization at present and in the future.Leisure agricultural consumption activities are the most important part of leisure agricultural management,which is of great significance to increase the income of rural residents and absorb funds in rural areas.Promoting leisure agricultural consumption is an important means for China to implement the Rural Revitalization Strategy and promote agricultural and rural modernization in the future.At this stage,China’s leisure agricultural consumption is very active,and the operating efficiency of leisure agricultural operators continues to improve.However,facing the demand of industrial upgrading,leisure agriculture urgently needs to be combined with high-tech information technologies such as the Internet to promote the transparent dissemination of information,Promote leisure agricultural consumption activities to a more reasonable and higher level.In the current era of Internet big data,Internet technology has begun to be deeply integrated with leisure agriculture industry.Promoting leisure agricultural consumption activities and promoting the development of leisure agriculture industry through Internet technology has become the main way and important means for the development of leisure agriculture industry in China.The use of Internet will have an impact on the consumption behavior of leisure agriculture from two levels: in terms of quantity,Internet information can improve the understanding of leisure agriculture consumers on leisure agriculture and help to increase the consumption quantity in an all-round way;At the structural level,detailed and personalized Internet information can adjust the consumption structure of leisure agricultural consumers.Taking Qingdao,Shandong Province as an example,this paper obtains data through research to explore the impact of Internet use on consumers’ leisure agricultural consumption behavior.Specifically,firstly,it combs the important literature related to leisure agriculture at home and abroad,such as the definition,function and influencing factors of leisure agriculture consumption behavior,so as to form the basic theoretical support;Secondly,the basic situation of the development of "Internet + Leisure Agriculture" in Qingdao at this stage is analyzed through the survey data and relevant macro data of Qingdao;Then,through consumer behavior theory,information asymmetry theory,utility theory and other related theories,this paper constructs the theoretical mechanism of the impact of Internet use on leisure agricultural consumption behavior,and puts forward the relevant hypotheses of this paper through theoretical analysis;Finally,build an econometric model to verify the relevant assumptions,draw the basic conclusions about the impact of Internet use on leisure agricultural consumption behavior,and put forward relevant policy suggestions based on the conclusions.Through the above research methods and ideas,this paper draws the following main conclusions:(1)from the perspective of the consumption quantity of leisure agriculture,the use of Internet will significantly promote the consumption activities of leisure agriculture and increase the consumption quantity of leisure agriculture consumers;From the perspective of consumption structure of leisure agriculture,when consumers’ Internet use is improved and they are exposed to more consumption information,their consumption structure will be more inclined to traditional catering and accommodation consumption.(2)The impact of Internet use on Residents’ leisure agricultural consumption has different effects among consumer groups with different identity characteristics.On the whole,Leisure Agricultural Internet information will have a significant impact on the leisure agricultural consumption behavior of "highly educated,high-income and young" groups,and their consumption quantity and structure are significantly affected by Internet use than other groups.(3)At this stage,the "Internet + Leisure Agriculture" model in Qingdao is still in the initial construction stage,and the role of the Internet in promoting leisure agriculture consumption has not been fully demonstrated.Based on the above conclusions,this paper puts forward policy suggestions on strengthening the construction of Internet infrastructure in leisure agriculture operation areas,promoting the construction of relevant talent teams under the "Internet + Leisure Agriculture" model,encouraging leisure agriculture operators to adopt the Internet business model through various ways,and promoting various supporting service policies to serve the "Internet + Leisure Agriculture" model,In order to promote the development of leisure agriculture industry with higher quality in different regions of China.