基于SEM的IP运营助力乡村振兴支持度探究
Research on Support Degree of Rural Revitalization Assisted by IP Operation Based on SEM

乡村振兴是国家共同富裕政策工作的一大重点，然而我国的乡村振兴发展存在产业质量不高、市场小、竞争力弱等问题。同时IP文化运营助力乡村产业复兴逐渐成为一种探索新趋势。基于此，本文通过对市民公众发放问卷的调研数据，对18个问卷指标降维得到普通市民对IP运营助力乡村振兴支持度的五大影响因子如激励价值因子、享乐价值因子等；建立五大因子内部关系的PLS-SEM模型，市民对IP化乡村振兴支持度五大因子间的相互影响路径图，探究公众对于IP振兴乡村的需求与认同程度。研究发现，公众认为IP化乡村振兴在推动产业品牌化道路上存在明显优势，能够有效解决传统乡村产业发展模式下的种种隐患。
Rural revitalization is a major focus of China’s common prosperity policy. However, there are some problems in the development of rural revitalization in China, such as low industrial quality, small market and weak competitiveness. As IP cultural operation helps rural industry revival, it has gradually become a new trend to explore. Based on the survey data of the public, this paper reduces the dimension of 18 questionnaire indicators to obtain the five influencing factors of ordinary citizens’ support of IP operation for rural revitalization, such as incentive value factor, enjoyment value factor, etc. The PLS-SEM model of the internal relationship among the five factors was established to explore the public’s demand and recognition degree for IP rural revitalization. The study found that the public believes that IP-based rural revitalization has obvious advantages in promoting industrial branding and can effectively solve various hidden dangers under the traditional rural industrial development model.