曹慧,赵凯.农户化肥减量施用意向影响因素及其效应分解——基于VBN-TPB的实证分析[J].华中农业大学学报(社科),2018,(6):29-38
农户化肥减量施用意向影响因素及其效应分解——基于VBN-TPB的实证分析
Influence Factors and Effect Decomposition of households’ Intention of Chemical Fertilizer Reduction:An Empirical Analysis Based on VBN-TPB
  
DOI:
中文关键词:化肥减量施用  价值 信念 规范理论  计划行为理论  效应分解
英文关键词:reduction in the use of fertilizer  Value-Belief-Norm Theory  the Theory of Planned Behavior  effect decomposition
基金项目:国家重点研发计划“不同类型关键生态技术评价”(2016YFC0503703-03);国家社会科学基金西部项目“粮食主产区耕地保护经济补偿模式及运行机制研究”(15XJY010)。
作者单位
曹慧 1.西北农林科技大学 经济管理学院陕西 杨凌 712100 2.西北农林科技大学 应用经济学研究中心陕西 杨凌 712100 
赵凯 1.西北农林科技大学 经济管理学院陕西 杨凌 712100 2.西北农林科技大学 应用经济学研究中心陕西 杨凌 712100 
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中文摘要:
      根据价值-信念-规范理论和计划行为理论,基于粮食主产区山东省549户农户调研数据,采用结构方程模型分析农户耕地化肥减量施用行为意向影响因素及其效应分解。结果表明:农户化肥减量施用价值感知显著正向影响其行为态度、主观规范和知觉行为控制,显著负向影响其责任归属;行为态度、主观规范、知觉行为控制和责任归属均显著促进行为意向,其中知觉行为控制促进作用最大。效应分解上,主观规范对行为意向的直接正效应大于其通过责任归属的间接正效应;价值感知对责任归属的直接负效应大于其通过主观规范的间接正效应。多群组分析结果表明,兼业程度和耕地规模调节变量在不同假设路径中的影响存在较大差异。随着兼业程度的增加,价值感知对行为态度、主观规范和知觉行为控制的正向作用均大致呈逐渐上升态势,而随着耕地经营规模的扩大,价值感知的正向作用则呈减小态势。对化肥减量施用行为意向的影响方面,兼业程度分组中,责任归属对纯农户的影响最大、主观规范对III兼农户的影响最大、知觉行为控制对II兼农户的影响最大;耕地规模分组中,责任归属和知觉行为控制对中等规模农户的影响最大。
英文摘要:
      Based on the Value-Belief-Norm Theory and the Planned Behavior Theory,and the survey data of 549 farmer households in Shandong Province,this paper analyzes the influence factors and the effect decomposition of farmers’ behavioral intention to reduce the use of fertilizer. The method of Structural Equation Model is employed in this paper. The results shows that farmers’ value perception of chemical fertilizer reduction has a significant positive impact on behavioral attitude,subjective norm and perceived behavior control,but a significant negative impact on the responsibility attribution. Behavioral attitude,subjective norm,perceived behavior control and responsibility attribution are crucial in promoting farmers’ intention of reducing the use of fertilizer,and perceived behavior control is the most influential factor. In terms of effect decomposition,the direct positive effect of subjective norm on farmers’ intention is greater than the indirect positive effect of that through responsibility attribution; the direct negative effect of perceived value on responsibility attribution is greater than the indirect positive effect of that through subjective norm. The analysis of Multiple-group Structural Equation Model shows that there are significant differences in the influence of farmers’ part-time business and size of farmland on different hypothetical paths. With the increase of farmers’ part-time work,the positive effects of value perception on behavioral attitude,subjective norm,and perceptual behavior control are all gradually increasing. But with the expansion of farm size,the positive effects of value perception show a decline. When farmers’ part-time business is adjustment variable,among the four types of farmers,responsibility attribution has the greatest impact on pure farmer’s behavioral intention of reducing the use of fertilizer; subjective norm has the greatest impact on farmer III’s behavioral intention,and perceived behavioral control has the greatest impact on farmer II. When farm size is adjustment variable,the effect of responsibility attribution and perceived behavioral control have the greatest impact on the medium-scale farmers.
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