Research Article
Research on Willingness to Pay a Premium for Adaptive Internet Agriculture Based on SPSS Analysis
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327681, author={Yumin Wu and Jinsong Chen}, title={Research on Willingness to Pay a Premium for Adaptive Internet Agriculture Based on SPSS Analysis}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={adaptive internet agriculture; interactivity; psychological ownership; pay a premium; spss analysis}, doi={10.4108/eai.9-12-2022.2327681} }- Yumin Wu
Jinsong Chen
Year: 2023
Research on Willingness to Pay a Premium for Adaptive Internet Agriculture Based on SPSS Analysis
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327681
Abstract
In the context of rural revitalization, some areas began to explore the practice of entity agriculture, Internet, and e-commerce combined with Internet adaption of agriculture mode. To explore consumers' willingness to pay a premium for this new adaptive agricultural product, this paper carries out reliability and validity test on the data based on SPSS software. It adopts a structural equation model to conduct a path check. The results show that interactivity positively affects consumers' premium payment for Internet adaptive agricultural products, and psychological ownership plays a partial mediating role. Therefore, online platforms should use visualization and big data technology to improve consumers’ interaction with adaptive products.