龙头企业牵头合作经济组织行为意向的实证分析——基于TPB理论与吉林省龙头企业微观调查数据

An empirical study on behavior intention of leading enterprise driving farmer's organization——On basis of TPB theory and leading enterprises survey in Jilin Province

基于TPB理论和吉林省101家龙头企业微观调查数据,利用因子分析和结构方程模型,系统分析了龙头企业牵头合作经济组织行为意向的影响因素。研究表明,TPB理论能够很好地解释龙头企业牵头合作经济组织的行为意愿,企业的行为态度、主观规范和感知行为控制与行为意愿呈显著性正相关;龙头企业缺乏牵头合作经济组织的直接行为动力;政府行为在龙头企业的经济决策中影响很大;龙头企业由于资源禀赋不足表现出较弱的行为控制认知。

Based on TPB theory and micro survey data from 101 leading enterprises in Jilin province, the paper systematically analyzes the factors influencing behavior intention of leading enterprise＇ s driving cooperative economic organization by using factor analysis and struc- tural equation model （SEM） The research shows that, TPB theory explains leading enterprise＇ s behavior intention very well, and there is a positive correlation between enterprise＇ s behavior intention and behavior attitude, subjective norm and behavior control awareness. Leading enterprises lack direct power of driving farmer＇ s organizations. Government policy plays an important role in leading enterprises＇ decision making. Leading enterprises show weak behavior control awareness for resources shortage.