大城市居民对周边乡村多功能转型的响应--基于“知识-态度-行为”(KAP)模型的分析  

Responses of urban residents to rural multifunctional transition in the peri-urban areas:Analysis based on the“Knowledge-AttitudeBehavior”(KAP)Model

作　　者：谷晓坤 李小天[3] 许德娅 范菽英 周小平 祝琪瑞 GU Xiaokun;LI Xiaotian;XU Deya;FAN Shuying;ZHOU Xiaoping;ZHU Qirui(School of International and Public Affairs,Shanghai Jiao Tong University,Shanghai 200030,China;China Institute for Urban Governance,Shanghai Jiao Tong University,Shanghai 200030,China;School of Government,Beijing Normal University,Beijing 100875,China;School of Communication,East China Normal University,Shanghai 200241,China;Ningbo Planning and Design Institute,Ningbo 315042,China)

机构地区：[1]上海交通大学国际与公共事务学院,上海200030 [2]上海交通大学中国城市治理研究院,上海200030 [3]北京师范大学政府管理学院,北京100875 [4]华东师范大学传播学院,上海200241 [5]宁波市规划设计研究院,宁波315042

出　　处：《地理研究》2023年第6期1598-1612,共15页Geographical Research

基　　金：国家自然科学基金项目(72074143、71974220);上海市科技创新行动计划“一带一路”国际联合实验室建设项目(22230750500)。

摘　　要：大城市居民作为最主要的乡村多功能消费者,是影响乡村多功能转型和价值显化的关键主体之一。该研究基于长三角城市群典型大城市宁波的调查问卷数据,利用KAP模型提出3个研究假设,从城市居民的知识(K)、态度(A)和行为(P)三方面探讨大城市居民对乡村多功能转型的响应机理。结果显示:①宁波居民对11个乡村功能的认知态度全部显著,其中,对乡村提供休闲放松功能、乡村农耕文化体验功能和养老功能最为认可,均值分别是5.99,5.88和5.79;②大城市居民对乡村多功能转型具有“知识获取(K)-认知态度(A)-行为意图(P)”的传导和响应路径,即居民获取的关于乡村的知识、居民对乡村多功能的认知态度显著影响他们的乡村消费行为意图;③宁波居民对乡村多功能的认知态度(A)主要受由媒体和人际传播产生的外源性知识影响;除农产品供应功能、工业发展功能和文创功能以外,居民对其他8个乡村功能的态度(A)与他们前往乡村居住、旅游、工作和养老的行为(P)之间存在显著相关。研究结论:促进大城市乡村多功能转型的政策,应当重视城市居民对乡村消费的多样化需求在信息传播、差异化发展和乡村公共基础设施改善方面更好的承接城市居民的“乡愁”。Countries around the world are constantly making adaptations in economic and industrial development,land use policies,and urban-rural relationships in response to the opportunities and challenges brought by globalization and sustainable development goals.In this context,if rural areas only cling to traditional agricultural production functions,they could lose their unique subjectivity and competitiveness.In China,the diversified value of the rural area in urban-rural economic interaction,social integration,cultural heritage,and environmental protection has received much attention.Multifunctional transition of rural areas has gradually become a consensus in academic research and practical exploration.As the most important consumers of rural multifunctional transition,urban residents in metropolises are one of the principal forces influencing the transition of rural multifunctionality and value recognition.Based on the analysis of the response mechanism of urban residents to rural multifunctional transition,we collected data using a questionnaire focusing on urban residents of Ningbo,a representative metropolis in the Yangtze River Delta urban agglomeration.Using the KAP model to explore the relationships between knowledge(K),attitude(A)and behavior(P)of urban residents,we propose three research hypotheses.Results show that:(1)Ningbo residents'perceptions toward a total of 11 rural functions are all significant,including research and development(R&D),public service facilities,relaxation,food supply,industry,culture,tourism,residence,anti-pandemic space,retirement,and cultural and creative industry.Among the 11 functions,perceptions toward the relaxation,culture,and retirement are the most recognized factors.The mean values of the three were 5.99,5.88 and 5.79,respectively.(2)An influencing path of“knowledge acquisition-attitude and perception-behavioral intention”can be identified based on residents'perceptions towards the transition of rural multifunctionality.Knowledge acquired by residents and their percepti

关 键 词：乡村多功能转型 大城市乡村 “知识-态度-行为”(KAP)模型 响应 城市治理 

分 类 号：F327[经济管理—产业经济] F299.27