种粮大户规模生产行为认知及意愿影响因素分析 ———基于TPB理论和黑龙江省460户微观调查数据

基于TPB理论和黑龙江省13个市、2个农垦分局共460户微观调查数据,分析了种粮大户资源禀赋对规模生产行为认知的影响,并利用因子分析和结构方程模型,对影响规模生产行为意愿的内生性因素进行了系统分析。研究结果表明：种粮大户资源禀赋对行为态度理性认知影响较大,由＂生存理性＂向＂经济理性＂转变;资源禀赋对主观规范认知影响较大,促使种粮大户家庭决策模式由＂男主外,女主内＂向＂男女共商＂转变;资源禀赋对感知行为控制认知影响较小,表现出经营规模与感知行为控制认知强度呈现＂∩＂型效应趋势;行为态度、主观规范、感知行为控制对行为意愿的路径系数分别为0.088、0.258和0.235,有显著正向影响。

An Analysis of the Cognition and Factors on the Willingness of Large-Scale Grain-production Households' Mass Production Behavior

This article analyzes the cognition and endogenous factors on the willingness of large-scale grain-production households＇ production behavior based on the TPB theory and Heilongjiang 460 micro-survey data,using factor analysis and structural equation model.The result shows that resource endowments have more impact on the cognition of attitude toward the behavior,changing from survival rational to ＂economic rationality＂,and have more impact on subject norm,changing from ＂The man works outside the home,women inside＂ to ＂men and women jointly＂ in decision model,and have little impact on perceived behavior control,presenting ＂∩＂ shaped effective trend between cultivated land size and cognitive intensity of perceived behavioral control.The path coefficients from attitude toward the behavior,subject norm and perceived behavior control to the willingness of behavior are 0.088、0.258 and 0.235 respectively,and have significant positive correlation.