乡村振兴背景下创意农产品经营行为影响因素研究——基于北京和河南的调研数据  

The Influencing Factors of Creative Agricultural Products Business Behavior under Rural Revitalization:Based on the Survey Data of Beijing and He'nan

作　　者：王琳[1] 梁文卓[2] 侯云先[2] WANG Lin;LIANG Wen-zhuo;HOU Yun-xian(School of Management,Henan University of Technology,Zhengzhou 450001,China;School of Economics and Management,China Agricultural University,Beijing 100083,China)

机构地区：[1]河南工业大学管理学院,河南郑州450001 [2]中国农业大学经济管理学院,北京100083

出　　处：《农林经济管理学报》2018年第6期693-706,共14页Journal of Agro-Forestry Economics and Management

基　　金：河南省软科学研究计划项目(182400410193);河南省高校人文社科重点研究基地物流研究中心项目(2015-JD-04);河南省粮食现代物流管理创新团队资助计划项目(2014-CXTD-06)

摘　　要：基于行为科学理论,从创意农产品经营动力机制和阻力障碍两个层面,构建创意农产品经营行为的TPB模型,并基于北京和河南创意农产品销售商的394份调查数据进行实证研究,重点分析包括个体特征、动力因素和阻力障碍三大类共18个因素对创意农产品经营行为的影响关系。研究表明:主观规范、受教育程度与地域性在1%水平下与是否从事创意农产品经营显著相关,价格变量在5%水平下与是否从事创意农产品经营行为显著相关,其中,主观规范与受教育程度与经营行为呈正向影响关系,价格与地域性变量与因变量呈负向影响关系。The rural revitalization strategy provides new opportunities and policy supports for the development of creative agriculture in China.Based on the theory of behavioral science,the TPB model of creative agricultural management behavior was built from dynamic mechanism and resistance mechanism,and the factors influencing creative agricultural management behavior were analyzed based on 394 survey data conducted among sellers of creative agricultural products in Beijing and Henan.Research shows that subjective norms,education and the region factor are significantly associated with whether farmers are involved in creative agricultural management under the1%level,that the price variable is significantly associated with whether farmers are involved in creative agricultural management behavior under5%level;and that subjective norms and education have a positive impact on creative agricultural products business behavior while price and the region factor have a negative impact.

关 键 词：乡村振兴 创意农业 TPB模型 经营行为 

分 类 号：F304.3[经济管理—产业经济]