基于扩展计划行为理论的农家书屋阅读意愿研究——以河北省邯郸市为例  

Study on the Reading Willingness of the Farmhouse Bookstore Based on the Theory of Expansion Plan Behavior:Case Study of Handan City of Hebei Province

作　　者：冯东梅[1] 李苗苗[1] Feng Dongmei;Li Miaomiao(School of Business Administration,Liaoning Technical University,Huludao Liaoning 125105)

机构地区：[1]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《情报探索》2020年第11期19-25,共7页Information Research

摘　　要：[目的/意义]揭示农民参与农家书屋阅读意愿的影响因素是政策施行后值得关注和重视的问题。[方法/过程]在计划行为理论基础上,引入经济理性这一预测变量,构建居民参与农家书屋阅读意愿扩展计划行为理论研究框架,利用河北省邯郸市284份农村居民调研数据,使用结构方程模型对居民参与农家书屋阅读意愿进行实证分析。[结果/结论]居民对参与农家书屋阅读意愿受家庭成员以及亲朋的影响最大;经济理性、行为态度、主观规范以及知觉行为控制均对居民参与农家书屋阅读意愿产生影响;经济理性除了对居民参与农家书屋阅读意愿有直接的负向影响外,还通过行为态度对参与农家书屋阅读意愿产生影响。并基于此,提出相关对策建议。[Purpose/significance]Revealing the impact mechanism of farmers’willingness to participate in the reading of the Farmhouse Bookstore is an issue worthy of attention and attention after the implementation of the policy.[Method/process]Based on the theory of planned behavior the paper introduces the predictive variable of economic rationality constructs the residents’willingness to participate in the reading of the farm bookstore and expanding the theoretical research framework of planned behavior uses the survey data of 284 rural residents in Handan Hebei Province and uses structural equation models Empirical analysis of reading willingness.[Result/conclusion]The residents’willingness to participate in the reading of the farm house is most affected by family members and relatives and friends;residents’economic rationality behavior attitudes subjective norms and perceptual behavior control all have an impact on the willingness to participate in reading in the farmhouse;in addition to the direct negative impact of economic rationality on residents’willingness to participate in reading in farmhouses they also have an impact on the willingness to participate in reading in farmhouses through behavioral attitudes.And the paper puts forward corresponding countermeasures and suggestions according to the conclusion.

关 键 词：农家书屋 阅读意愿 计划行为理论 结构方程模型 

分 类 号：G258.23[文化科学—图书馆学]