Customer participation is indispensable in agritourism, but it could either improve or compromise post-purchase behaviors of customers. This research investigates whether and how the self-serving bias causes the controversial effects of customer participation on post-purchase behaviors in agritourism, and explores factors that weaken such impact of self-serving bias. 640 samples were collected with a simple random sampling for empirical analyses. It is found that in agritourism, the self-serving bias makes the outcome negatively moderate the effects of customer participation on customer satisfaction, word-of-mouth, and revisit intention; but such impact of self-serving bias can be weakened by the completeness and continuity of participative agritourism activities, though their weakening effects vary across different situations. This research adds to the understanding of consumer behaviors in agritourism, and provides managerial implications for agritourism and tourism in general.

客户参与在农业旅游中是必不可少的，但它可以改善或损害客户的购买后行为。这项研究调查了自我服务偏差是否以及如何导致顾客参与对农业旅游的购买后行为的争议性影响，并探讨了削弱这种自我服务偏差影响的因素。通过简单的随机抽样收集了640个样本进行经验分析。研究发现，在农业旅游中，自我服务的偏见使结果负面地减轻了顾客参与对顾客满意度，口碑和重访意向的影响；但是，参与性农业旅游活动的完整性和连续性可以削弱自我服务偏见的这种影响，尽管其减弱作用在不同情况下会有所不同。