【摘要】 基于2020年广东省5个县(市)所辖范围内10个镇20个村的339个荔枝种植户数据，运用结构方程模型SmartPLS 3.0分析农户要素投入、产业态度和生计依赖对农产品区域品牌参与意愿的影响，并构建中介效应模型和调节效应模型进一步探究农户要素投入、产业态度和生计依赖影响农产品区域品牌参与意愿的可能路径。结果表明，种植规模对农户农产品区域品牌参与意愿存在显著“门槛效应”,10亩以上规模农户的投入意愿显著高于10亩及以下小规模农户；农户产业态度、知识资本投入及品牌认知对品牌参与意愿有显著正向影响，生计依赖呈显著负向影响，品牌认知在农户知识资本投入、产业态度与参与意愿的关系中发挥部分中介作用。政府支持在农户品牌认知与其参与意愿间的调节效应不显著。基于此，提出构建“规模引领+梯度联动”品牌共建体系、搭建模块化技术培训与线上知识共享平台、建立品牌保护价收购等风险保障机制、优化政府支持政策宣传与落地机制等建议，旨在全方位推动荔枝产业区域品牌建设，提升联农带农成效。更多还原

【Abstract】 Based on the data of 339 litchi-growing households across 5 counties/cities in Guangdong Province in 2020, this study employed the structural equation modeling software SmartPLS 3.0 to analyze how farmers’ factor inputs, industrial attitudes, and livelihood dependence affect their willingness to participate in regional agricultural product brands. Additionally, mediating and moderating effect models were constructed to further explore the potential pathways of these influences. The results showed that planting scale had a significant "threshold effect" on farmers’ willingness to participate: farmers with more than 10 mu of land showed significantly higher investment willingness than small-scale farmers with 10 mu or less. Farmers’ industrial attitudes, knowledge capital investment, and brand awareness had significant positive impacts on their willingness to participate, while livelihood dependence had a significant negative impact. Brand awareness partially mediated the relationships between knowledge capital investment, industrial attitudes, and willingness to participate. Government support did not show a significant moderating effect between brand awareness and willingness to participate. Based on these findings, this study proposes suggestions such as constructing a "scale-led + gradient linkage" brand co-construction system, building modular technical training and online knowledge sharing platforms, establishing risk guarantee mechanisms like guaranteed-price purchase of branded products, and optimizing the publicity and implementation mechanisms of government support policies. These measures aim to comprehensively promote the construction of regional brands in the litchi industry and enhance the effectiveness of linking and benefiting farmers.更多还原