农民参与志愿服务行为意愿影响因素研究——基于计划行为理论

Study on the Influencing Factors of Farmers'Willingness to Participate in Voluntary Service——Based on the Theory of Planned Behavior

基于计划行为理论构建农民参与新时代文明实践中心志愿服务行为意愿的结构方程模型,探讨农民参与志愿服务行为意愿的影响因素。得出行为态度、主观规范和知觉行为控制对其存在影响;主观规范通过影响行为态度间接对其产生影响。

Based on the theory of planned behavior,this paper constructs a structural equation model of farmers'willingness to participate in voluntary service of the civilized practice center in the new era,and discusses the influencing factors.The results show that behavioral attitude,subjective norm and perceived behavioral control affect farmers'willingness to participate in voluntary service,subjective norm indirectly affect farmers'willingness to participate in voluntary service by influencing behavioral attitude.