基于跟踪调研的TPB框架下菜农参与生产合同的机理研究

Study of Mechanism of Vegetable Famers Participating in Production Contract Under TPB Framework Based on Tracking Investigating

本文通过前后两次的跟踪问卷调查数据,研究了计划行为理论框架下菜农参与生产合同行为的机理。研究中,通过界定菜农的参与态度、主观规范和直觉行为控制的内涵,将其具体细分为参与态度、指令性规范、示范性规范、自我效能和控制力等5个变量,并根据计划行为理论的框架,研究这5个变量与菜农参与生产合同的意愿,再把该意愿作为变量,进一步分析菜农实际参与生产合同的影响因素。研究结果表明,菜农的合作态度、指令性规范、示范性规范、自我效能和控制力等5个变量对菜农参与生产合同意愿有显著的正向影响,该意愿对后来菜农实际参与生产合同有显著的正向影响,另外,菜农意愿在转化为最终行为时还受到菜农的人口统计特征、生产特征和政府行为的影响。

Based on the data of twice tracking survey,study mechanism of vegetable famers participating in production contract under the framework of the theory of planned behavior. In the study, through the definition of farmers participation attitude, subjective norm and perceived behavioral control, It includes participation attitude, mandatory norms, descriptive norms, self-efficacy and control 5 variables. According to the framework of the theory of planned behavior, study the relationship between these 5 variables and farmers＇ willingness to participating in production contract, then regarded the farmers＇ willingness as variables, the influence factors of farmers＇ participating in production contract are studied in further analysis. Research results show that the 5 variables, participation attitude, mandatory norms, descriptive norms, self-efficacy and control, have significant positive impacts on farmers＇ willingness to participating in production contract. The willingness has significant positive effect on farmers＇ actual participating in production contract later. In addition, the transformation from farmers＇ willingness to the behavior is affected by demographic characteristics of the farmers, production characteristic and the government behavior.