农户两型农业认知对行为响应的作用机制——基于TPB和多群组SEM的实证研究

‘Two Types' agriculture:farmer cognition and behavioral responses based on TPB and Multi-group SEM

认知对行为响应作用的不一致性不仅对农户两型农业认知理论研究者是一个挑战,对两型农业政策制定者更是难题。本文首先分析了农户两型农业行为响应机制理论,构建了基于TPB的农户两型农业行为响应研究模型,并以农户行政分化特征为调节变量进行多群组SEM分析。验证了农户两型农业认知即行为态度、主观规范和控制认知对行为响应具有经济意义上的显著影响,其标准化路径系数分别为0.207、0.189、0.815;同时两型农业主观规范和控制认知通过行为态度的中介作用对行为响应产生间接的正向影响。多群组分析结果显示,农户行政分化变量调节效应显著,两型农业认知对科技户与传统农户行为响应的作用机制不同,即认知对不同类型农户行为响应作用确有不一致性。

Inconsistency in the cognitive effect on behavioral responses is a challenge for farmers＇ ‘two types＇ agriculture cognitive theory and agriculture policy makers. Here,we analyzed the behavioral response mechanism theory of farmers to‘two types＇ agriculture. Then a research model of farmers＇ behavioral responses to‘two types＇ agriculture was constructed based on the Theory of Planned Behavior（TPB）. Multi-group Structural Equation Modeling（SEM）analysis was conducted using farmers＇ administrative differentiation characteristics as moderating variable to further expand the TPB. Based on theoretical analysis and literature research,through expert reviews and preliminary investigation,we amended and perfected the scale,and carried out extensive field research in Hubei. In a sample of 600 households for which data are available,there were 314 traditional farmers and 229 technology demonstration peasant households. The results verified that two types agriculture cognition has a significant economic impact on farmers＇ behavioral responses. The standardized path coefficients of behavioral attitude,subjective norm,and perceived behavioral control to farmers＇ behavioral response to two types agriculture were0.207,0.189,0.815,respectively. Meanwhile,subjective regulation and control cognition of two types agriculture had indirect positive effect on‘two types＇ agricultural practices,through the intermediary role of two types agriculture behavioral attitudes. Multi-group analysis showed that the moderating effect of farmers＇ administrative differentiation variable was remarkable. The mechanism of households＇ two types agricultural cognition to behavioral response was different and inconsistent between traditional and technology demonstration farmers. Therefore,in institutional design,two types agriculture policy makers should pay attention to the psychological decision making process of famers＇ behavioral response,and classification design according to the types of households.