京郊农户发起农业众筹意愿的影响因素研究
Study on the Factors Influencing the Participation Willingness of Agricultural Crowdfunders in Beijing Suburbs

本文基于调研数据，利用Logit模型，从家庭基本特征、生产经营特征、农业众筹认知、参与预期四个方面，研究京郊农户发起农业众筹意愿的影响因素，发现年龄、投资风险偏好、农产品销售困难程度、预期利润增加和预期资金流动性问题缓解程度对农户发起农业众筹的意愿有显著正向影响。加入农业众筹认知程度和农业众筹预期效果交互项的进一步分析发现，认知程度对发起农业众筹的意愿有显著的正向影响，但随着认知程度的提高，样本农户对农业众筹带来预期更高利润的态度更加保守。在此基础上提出了相关政策建议。
Based on the survey data, using the Logit model, from four aspects of family characteristics, produc-tion and operation characteristics, agricultural crowdfunding cognition, participation expectation, this paper explores the influence factors of Beijing suburbs farmers’ willingness to launch the agri-cultural crowdfunding. It is found that age, risk preference, sales difficulty, expected profit and ex-pected liquidity problem alleviation will have a significant positive impact on the participation willingness. Adding to the interaction terms between the cognition degree of agricultural crowd-funding and the expected effect of agricultural crowdfunding, the further analysis shows that the degree of cognition has a significant positive impact on the willingness to initiate agricultural crowd- funding. However, with the improvement of cognition, the attitude of sample farmers to-wards the expected higher profits of agricultural crowdfunding is more conservative. On this basis, the relevant policy recommendations are put forward.