【摘要】 厘清认养农业平台可供性对消费者参与意愿的影响机制，对于扩大认养农业市场规模、助推我国农业产业现代化进程、促进农业流通新业态发展尤为重要。基于认养农业研究情境，本文从可供性理论视角探究平台可供性与消费者参与意愿间的作用机制，剖析绿色感知价值的中介作用和绿色线下体验的调节效应。研究发现：认养农业平台的信息可供性、互动可供性及导购可供性均对消费者参与意愿产生显著正向影响；绿色功能价值与绿色情感价值在平台可供性与消费者参与意愿之间发挥并行中介作用；绿色线下体验显著增强绿色感知价值对消费者参与意愿的促进效应。由此，提出优化平台功能设计、激活线上线下协同机制等管理对策，为推动认养农业高质量发展提供决策参考。更多还原

【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.更多还原