CP in SSAs in Agritourism
The primary objective of this study is to explain customer decisions on participating in SSAs in agritourism with the TPB in which the mediating role of PR is considered. We also inspect the potential moderating effect of the ACE on the influence of PBC on PR. This study focuses on agritourism customers within the reach of online marketing communications, by collaborating with a professional Chinese online survey platform to collect data. We adopted a simple random sampling to send out questionnaires through e-mails and popular Chinese online chatting apps (QQ and WeChat), and offer each valid participant a compensation of 5 CNY. After being randomly assigned to one of two condition groups (with or without the ACE), interviewees were shown a scene, describing an agritourism consumption experience with dialogues, to read at their own pace. The consumption experience belongs to a fictional city dweller named “Yu” which sounds gender neutral in Chinese so that both male and female interviewees could easily identify with the character. They were asked to put themselves in Yu’s shoes and indicate how they thought Yu would respond in each setting. In both conditions, the scene involves three agritourism activities: tea-processing, self-catering, and angling. For each of three agritourism activities, interviewees were asked to select the perceived difficulty of the activity, the degree of interest in the activity, and the decision to participate (or not) in that activity for Yu. Then they answered questions about the PR, self-efficacy, and four demographic variables (age, gender, education and average monthly income) for themselves. Eventually, 625 (700) valid samples were acquired, of which 321 samples are under the condition with the ACE. The data shows a normal distribution in the age, education and income of samples, and the male-female ratio was 40:60.