多元互动对农户参与农产品区域品牌共建意愿的影响:心理契约的中介效应

Impact of Multiple Interactions and Psychological Contracts on Co-Construction of Regional Brands in Agricultural Products

围绕农户主体,引入心理契约作为中介变量,探讨多元互动对农户参与农产品区域品牌共建意愿的影响机理。以湖北省张港镇、孝昌县及武汉市五个“一村一品”重点建设村落的355户农户为研究对象,采用验证性因子分析、层级回归等方法实证分析多元互动对农户参与农产品区域品牌共建意愿的影响。结果表明:多元互动对农户参与农产品区域品牌共建意愿具有显著的正向影响;心理契约在多元互动和农户参与农产品区域品牌共建意愿之间起中介作用。该研究结论对调动农户积极性、推动农产品区域品牌建设具有重要的启示和借鉴意义。

Focusing on the subject of farmers,the paper introduced psychological contract as an intermediary variable and discussed the influence mechanism of multiple interactions on farmers’willingness to participate in regional brand building of agricultural products.Taking 355 farmers in five key villages of“one village and one product”in Hubei Province as the research object,this paper used confirmatory factor analysis and hierarchical regression to empirically analyze the impact of multiple interactions on farmers’willingness to participate in the co-construction of regional brands of agricultural products.The results show that the multiple interaction behavior has a significantly positive effect on farmers’willingness to participate in the co-construction of regional brands of agricultural products.The psychological contract plays an intermediary role between the multiple interaction and farmers’participation willingness.The conclusions are of important enlightenment and reference significance for mobilizing farmers’enthusiasm and promoting the regional brand construction of agricultural products.