乡村振兴背景下农户认知对合作社参与意愿的影响

The effect of farmers'cognition on cooperative participation willingness under the background of rural revitalization

合作社是实现产业兴旺乃至乡村振兴的有效路径,但亟待解决的问题是如何激发农户的合作社参与意愿。基于计划行为理论,从行为态度、主观规范、知觉行为控制三个维度论述农户认知对合作社参与意愿的影响机制,并利用2021年广西壮族自治区103户农户的调查数据进行实证检验。研究表明:行为态度即对合作社利润、产品、潜力的认知显著提升了合作社参与意愿,对高参与意愿的农户影响更大,且利润认知、产品认知的影响强于潜力认知的影响;主观规范即对合作社中企业的信任也发挥了显著的促进作用,这一作用在低参与意愿农户中更为强烈;知觉行为控制即脱贫攻坚时期参与合作社的经验则缺乏显著影响。希望上述结论能为乡村振兴背景下合作社政策的制定提供有益启示。

The cooperative is an effective way to achieve industrial prosperity and rural revitalization,but the urgent problem is farmers’unwillingness to participate in cooperatives.Based on the theory of planned behavior,this paper discusses the influence mechanism of farmers’cognition on cooperative participation willingness from dimensions of behavioral attitude,subjective norm,and perceived behavior control,and makes an empirical test with the micro survey data of Guangxi province in 2021.The results show that:firstly,behavioral attitude,namely,the cognition of cooperative profits,product and prospect,significantly improves the participation willingness,and has a greater impact on the farmers with high participation willingness.Moreover,the effect of profits cognition and product cognition is stronger than that of prospect cognition.Secondly,subjective norms,namely,trust in enterprises of cooperatives,also plays a significant promoting role,which is stronger among households with low partici⁃pation willingness.Thirdly,perceived behavioral control,namely,the experience of participating in cooperatives during the struggle against poverty,has no significant effect.The conclusions above provide useful enlightenment for the formulation of co⁃operative policies under the background of rural revitalization.