计划行为理论视角农户选择林权交易中心意愿分析

Analysis of the Willingness of Farmers' Choice of Forest Rights Trading Center from the Perspective of Planned Behavior Theory

基于计划行为理论,利用实地调查数据,探讨行为态度、主观规范和知觉行为控制对农户选择林权交易中心意愿的影响机理。结果表明:闽浙赣3省样本农户选择通过林权交易中心交易的意愿较高;林权交易中心交易更快更高效、保护林权交易各方合法权益和提供更专业的交易服务的认知对农户选择林权交易中心意愿的影响均显著为正;林权流转规范程度的认知对农户选择林权交易中心意愿的影响显著为负;家人支持通过林权交易中心交易、村集体支持通过林权交易中心交易的认知对农户选择林权交易中心意愿的影响显著为正;对林权交易中心的了解程度和林权交易信息获取的难易程度均会显著正向影响农户的选择意愿;流转风险承受能力的认知对农户选择林权交易中心意愿的影响不显著。此外,受教育水平、是否兼业、是否参加过林业培训、林业收入比例等因素对农户选择林权交易中心意愿具有显著正向影响。

⑴Background--With the increasingly active activities of forest rights trading and transfer,although the forest rights trading center,as a new integrated service platform for forest rights transfer and trading,has played an important role in providing professional services for all parties involved in the trading,its role as the main channel in forest rights trading and transfer has not been fully played.At the same time,the academic circles mostly focus on the behavior of forest land transfer and the willingness of forest land transfer,and seldom focus on the willingness of farmers to choose the trading channel of forest rights trading center.Especially,few quantitative studies systematically analyze farmers willingness to choose forest rights trading center from the perspective of psychological cognition.Therefore,it is necessary to study the driving factors of farmers willingness to choose forest rights trading center according to the theory of planned behavior.⑵Methods--Based on the theory of planned behavior,using the data of field questionnaires and logistic regression model,this paper explores the influencing factors of farmers willingness to choose forest rights trading center from three aspects:behavioral attitude,subjective norms and perceived behavior control.⑶Results--The sample farmers in Fujian,Zhejiang and Jiangxi provinces have higher willingness to choose trading through forest rights trading center.The perception of faster and more efficient central trading,protection of the legitimate rights and interests of all parties involved in forest rights trading and provision of more professional property rights trading services has a significant positive impact on farmers willingness to choose trading center.The impact of the norm of forest rights transfer on Farmers willingness to choose trading center is significantly negative.The influence of the perception of family and village collective support for trading through trading center is also significantly positive.Farmers understanding of the center and the difficulty of obtaining forest rights trading information have a significant positive impact on farmers behavioral willingness.The impact of transfer risk tolerance on farmers willingness to choose trading center is not significant.In addition,the level of education,whether part-time,whether to participate in forestry training,forestry income ratio and other factors have a significant positive impact on farmers willingness to choose forest rights trading center.⑷Conclusions and Discussions--Behavioral attitude,subjective norms and perceived behavior control influence the willingness of farmers to choose the forest rights trading center.In order to improve farmers willingness to choose the forest rights trading center,increase the trading volume of the forest rights trading center,promote the orderly transfer of forest rights and promote the sustainable development of the trading center,the policy implications are as follows:First,we should provide quality forest rights trading services.Second,the village collective should play a bridge role in forest rights trading and transfer.Third,we should strengthen the construction of forest rights trading platform.In addition,government departments can also increase farmers willingness to choose forest rights trading center by broadening farmers employment and income channels,providing farmers with forestry technical training such as forest tending and forest management,and increasing the proportion of farmers forestry income.