随着民众对农产品质量安全的日益重视，一种源于日本为解决食品安全问题 而兴起的新型农业经营模式开始传入国内，并迅速发展。社区支持农业模式对农 产品消费者和生产者来说是一种健康、互利双赢的城乡一体化的发展模式，能有 效解决农业生产者与消费者间信任缺失问题，推动农业绿色健康发展。三明地处 山区，是福建主要的粮区、林区，且农产品种类丰富，如何通过社区支持模式推 动三明农业高质量可持续发展具有重要的现实意义。现有的关于社区支持农业模 式下顾客感知价值方面的实证研究主要以顾客感知价值和消费行为之间关系为 研究重点，而忽略了顾客感知价值自身驱动因素的实证研究，本研究通过社区支 持农业模式下顾客感知价值内部驱动因素实证研究，进一步补充和完善现有社区 支持农业领域的研究成果。 首先，本研究基于顾客感知价值理论已有研究，结合社区支持农业的特殊性 以及相关研究者对顾客感知价值模型及因素的探索中，从利得和利失两个维度出 发设计出社区支持农业模式下的顾客感知价值理论模型。模型研究中涉及到的 CSA 顾客感知价值维度与假设整体有两部分，一部分为感知质量价值、服务价值、 环境价值、情感价值、价格成本和体力成本 6 个维度的核心变量，另一部分为人 口学特征相关影响因素架构与假设。 其次，对三明社区支持农业型农园进行实地调研，对三明市社区支持农业发 展现状进行分析，针对沙县马岩农庄和清枫谷生态农园进行预调查，之后面向三 明所有社区支持农业型农园顾客收集整理 284 份有效问卷数据。通过回归分析对 假设进行检验，并对实证结果进行分析发现社区支持农业模式下影响顾客感知价 值的因素由大到小依次为：情感价值、环境价值、质量价值、服务价值、体力成 本、价格成本。同时使用 SPSS 26.0 统计软件，通过独立样本 T 检验或单因素 方差分析方法对人口社会学变量下的顾客感知价值差异性进行分析，得出女性、 月收入高以及自由职业者顾客感知价值影响更显著，年龄和学历无显著性差异。 最后，借鉴学者们的研究经验和实证研究成果，结合三明市区域特色，提出 利用农产品溯源和定制化生产提升质量价值感知，做好信息化升级和物流服务提 升服务价值，结合地方特色实现品牌效益提升环境价值，强化社区社交属性提升 情感价值以及通过个性化定价和增加活动吸引力提升成本价值感知等有助于推 动社区支持农业模式三明“本土化”应用成效的对策建议。 关键词：社区支持农业，顾客感知价值，社区支持农业顾客，三明市II Research on Customer Perceived Value under the Community Supported Agriculture Model ——Taking Sanming City as an example Abstract As the people pay more and more attention to the quality and safety of agricultural products, a new agricultural business model that originated in Japan to solve food safety problems began to be introduced to China and developed rapidly. The community-supported agricultural model is a healthy, mutually beneficial and win-win urban-rural integration development model for agricultural consumers and producers. The problem about lack of trust between agricultural producers and consumers and promote the green and healthy development of agriculture will be solved effectively. Sanming is located in a mountainous area. It is the main grain and forest area in Fujian. It has a rich variety of agricultural products. How to promote the high-quality and sustainable agricultural development of Sanming through the community support model has important practical significance. Existing empirical research on customer perceived value under the community-supported agriculture model mainly focuses on the relationship between customer perceived value and consumer behavior, while ignoring the empirical research on the driving factors of customer perceived value. This research uses empirical research on the internal driving factors of customer perceived value under the community-supported agriculture model to further supplement and improve the existing research results in the field of community-supported agriculture. First of all, based on existing research on the theory of customer perceived value, combining with the particularity of community-supported agriculture and related researchers' exploration of customer-perceived value models and factors, a community-supported agriculture model from the two dimensions of profit and loss is designed. The theoretical model of customer perceived value under the CSA customer perception value dimension and hypothesis involved in the model study have two parts. One part is the core variables of the six dimensions of perceived quality value, service value, environmental value and emotional value, price cost and physical cost, and the other part is the structure and assumptions of the influencing factors related to demographic characteristics. So a questionnaire survey to Sanming CSA customers isIII launched. Secondly, field investigations on Sanming CSA-type farms are conducted, the status quo of community-supported agricultural development in Sanming City is analyzed, pre-surveys on Shaxian Mayan Farm and Qingfeng Valley Ecological Farm are conducted, and then all CSA-type farm customers in Sanming 284 valid questionnaire data are collectted. The hypothesis was tested by regression analysis, and the empirical results were analyzed. It is found that the factors that affect customer perceived value under the community-supported agriculture model are in descending order: emotional value, environmental value, quality value, service value, physical cost, and price cost . At the same time, SPSS 26.0 statistical software is used to analyze the difference in customer perceived value under demographic sociological variables through independent sample T-test or one-way analysis of variance, it is concluded that women, high monthly incomes, and freelancers have a more significant impact on customer perceived value , There is no significant difference in age and education. Finally, based on the research experience and empirical research results of scholars, and combining with the regional characteristics of Sanming City,using agricultural product traceability and customized production to enhance product value perception, doing a good job in information upgrading and logistics services to enhance service value, and combining local characteristics to achieve brand benefits, improving the image value, strengthening the social attributes of the community, and enhancing the emotional value are proposed. Besides, the cost value perception through personalized pricing is improved and the attractiveness of activities are increased, etc. It is benifical to promote the effectiveness of CSA Sanming's "localization" application. Keywords: Community Support Agriculture, customer perceived value, Community Support Agriculture customer, Sanming City目录 中文摘要...........................I Abstract.........................II 第一章 绪论.....................1 1.1 研究背景............1 1.2 社区支持农业发展概况...................1 1.3 研究意义............3 1.3.1 理论意义.3 1.3.2 实践意义.3 1.4 研究内容............4 1.5 研究方法和技术路线图...................5 1.5.1 研究方法.5 1.5.2 研究技术路线图....................6 1.6 本研究的创新点6 第二章 理论基础和文献综述........................8 2.1 相关概念界定....8 2.1.1 社区支持农业的定义............8 2.1.2 社区支持农业模式的特点....9 2.1.3 顾客感知价值的定义............9 2.2 社区支持农业模式下顾客感知价值的内涵................10 2.3 相关研究综述..11 2.3.1 社区支持农业模式参与主体研究.....................12 2.3.2 社区支持农业的应用类型..12 2.3.3 社区支持农业发展驱动因素研究.....................13 2.3.4 社区支持农业经营绩效影响因素研究.............14 2.4 本章小结..........15 第三章 三明市社区支持农业发展现状分析.............................16 3.1 三明市社区支持农业概述.............16 3.1.1 三明市农业经济现状..........16 3.1.2 三明市农村电商发展现状..16 3.1.3 三明市社区支持农业发展现状.........................173.2 三明市社区支持农业案例分析.....18 3.2.1 梅列区清枫谷生态农园......18 3.2.2 沙县马岩农庄......................19 3.3 三明市社区支持农业顾客感知价值现状....................19 3.3.1 CSA 模式不成熟，理念还有待推广..................19 3.3.2 当地民俗、文化资源未充分挖掘.....................20 3.3.3 市场需求有限，规模不足..20 3.3.4 管理不规范，顾客满意度低.............................20 3.4 本章小结..........21 第四章 理论模型与研究假设......................22 4.1 理论模型..........22 4.2 研究假设的提出.............................25 4.2.1 质量价值与 CSA 型农园顾客感知价值的关系假设........................25 4.2.2 服务价值与 CSA 型农园顾客感知价值的关系假设........................25 4.2.3 环境价值与 CSA 型农园顾客感知价值的关系假设........................25 4.2.4 情感价值与 CSA 型农园顾客感知价值的关系假设........................26 4.2.5 价格成本与 CSA 型农园顾客感知价值的关系假设........................26 4.2.6 体力成本与 CSA 型农园顾客感知价值的关系假设........................26 4.2.7 人口社会学特征与 CSA 型农园顾客感知价值的关系假设............27 4.3 本章小结..........27 第五章 研究设计与实证分析......................28 5.1 测量量表与问卷设计.....................28 5.1.1 变量维度划分与量表设计..28 5.1.2 问卷设计..............................30 5.2 调研样本与数据收集.....................30 5.3 问卷信度及效度分析.....................32 5.3.1 信度分析..............................32 5.3.2 效度分析..............................33 5.4 相关关系分析..35 5.5 回归分析..........36 5.6 影响因素差异性分析.....................38 5.7 研究结论..........41 第六章 对策与建议.......43 6.1 对策与建议......436.1.1 重视农产品溯源，实现定制化生产.................43 6.1.2 发挥区域物流优势，做好服务信息化升级.....44 6.1.3 合理规划，结合地方特色创出品牌.................44 6.1.4 扩展社区功能，依托第三方建立互信机制.....45 6.1.5 优化定价机制，提升 CSA 活动内涵.................46 6.2 研究不足与展望.............................46 6.3 本章小结..........47