扶贫脱贫乃民生大事，随着人们养生生活方式的改变，加快发展乡村特色产业，因地制宜发展多样性特色农业再一次迎来发展机遇。目前国内外对于乡村扶贫养生产品行业的消费价值与之购买意愿的研究较为空白。本研究采用文献综述法、问卷调查法，以大众养生食材枸杞之消费者为目标对象，结合精准扶贫的政策背景，消费价值与消费者购买意愿的相关理论为依据，分析枸杞行业环境与发展状况，通过问卷设计与调查，运用SPSS 25.0软件对收集到的数据进行统计分析和模型验证，探讨枸杞行业的消费者感知消费价值的三个维度功能价值、情感价值、条件价值对消费者购买意愿呈显著的正相关影响，并再次基础上提出相关建议。

关键词：消费价值、购买意愿、精准扶贫、养生产品、枸杞

Poverty alleviation is a major issue for people's livelihood. With the change of people’s health lifestyle, the development of rural characteristic industries is accelerated, and the development of diversified and characteristic agriculture adapted to local conditions once again ushers in development opportunities. At present, domestic and foreign researches on the consumption value and purchase intention of the rural poverty alleviation health products industry are relatively blank. This study uses literature review method and questionnaire survey method to target consumers of wolfberry, a health food, and analyzes the environment and development status of wolfberry industry based on the relevant theories of precision poverty alleviation policy, consumer value and consumer purchase intention. Through questionnaire design and survey, SPSS 25.0 software is used to perform statistical analysis and model verification on the collected data, and explore the three dimensions of consumer perception of consumer value in the wolfberry industry. Functional value, emotional value, and conditional value are significant for consumers’ willingness to buy. Positive correlation impact, and based on the relevant recommendations again.

Keywords: Consumption Value, Purchase Intention, Precision Poverty Alleviation, Health Products, Chinese Wolfberry