农业众筹参与意愿影响因素研究

Study on the Factors Influencing the Participation Willingness of Agricultural Crowdfunders

摘要: 农业众筹在我国的发展并不顺利，参与者数量较少。为了深入了解农业众筹参与意愿的影响因素，本文利用Logit模型，从个人特征因素、外部环境因素、众筹回报因素、众筹风险因素四个方面进行回归分析，发现投资者对农业众筹的认知程度、用于投资的金额、实际参与农业众筹状况、获得高品质的农产品、获得线下采摘体验对农业众筹参与意愿产生正向影响。随后采用K均值聚类分析法将受访者按农业众筹认知程度进行分类，并使用交叉分析法探究投资者的参与意愿与投资行为。基于研究结果，提出了相关对策建议。

Abstract: The development of agricultural crowdfunding in China is not smooth. The size of participants in agricultural crowdfunding is small. In order to acquire deeper understanding of the influencing factors of agricultural crowdfunders’ participation willingness, this paper uses the Logit model to perform regression analysis from the four aspects of personal characteristics factors, external policy factors, crowdfunding return factors and crowdfunding risk factors, and finds that investment amount before, the actual participation in agricultural crowdfunding, the acquisition of high-quality agricultural products and the offline picking experience have a positive impact on the participation willingness of agricultural crowdfunding. Subsequently, the K-means cluster analysis method was used to classify the interviewees according to the agricultural crowdfunding cognition, and the cross-analysis method was used to research the investor’s participation willingness and investment behavior. Based on the research results, relevant suggestions are put forward.