Study on the Influence Mechanism of Adoptive Agriculture Platform Affordance on Consumers'Participation Intention
LI Jiao-yue
FANG Jing
ZHANG Bei
Abstract：Clarifying the mechanism through which platform affordance influences consumers'participation intention in adoptive agriculture is crucial for expanding the market scale,modernizing the Chinese agricultural industry,and fostering the development of new agricultural distribution models.Grounded in the context of adoptive agriculture,this study employs the theory of affordance to investigate the mechanism between platform affordance and participation intention,with a specific focus on the mediating role of green perceived value and the moderating effect of green offline experience.The findings reveal that information,interaction,and guidance affordances of the platform significantly positively influence consumers'participation intention.Both green functional value and green emotional value serve as parallel mediators between platform affordance and participation intention.Furthermore,green offline experience significantly strengthens the positive effect of green perceived value on participation intention.Accordingly,this study proposes managerial insights,such as optimizing platform functional design and enhancing online-to-offline synergy,to provide decision-making support for the high-quality development of adoptive agriculture.
Keywords：Adoptive agriculturePlatform affordanceGreen perceived valueGreen offline experienceConsumer participation intention
Publication Date：2025-08-25
Online Publishing Date：2025-09-26(First online date of this platform, not the publication date of the document)
Pages：10( 17-26 )