村集体作为、农户感知与农户农业社会化服务采纳——基于空间距离和社会距离的调节效应

VILLAGE COLLECTIVE ACT, FARMER'S PERCEPTION AND FARMER'S ADOPTION OF AGRICULTURAL SOCIALIZATION SERVICE——MOEERATING EFFECT BASED ON SPATIAL DISTANCE AND SOCIAL DISTANCE

关键词:  村集体作为  农业社会化服务  结构方程模型（SEM）  分层线性回归模型（HLM）  空间距离  社会距离

Key words:  village collective act  agricultural socialized services  structural equation model  hierarchical linear regression model  spatial distance  social distance

摘要:

目的 小农户对于农业社会化服务的采纳行为是农户与现代农业有机衔接的核心体现，村集体兼具政府代理人与农户当家人的双重身份，其作为可有效缓解采纳不足问题，助推农业现代化的发展。方法 文章基于S-O-R（Stimuli-Organism-Response）即刺激-有机体-反应理论分析框架，选取陕西省关中地区69份村级样本和1 602份农户样本数据，利用结构方程模型（Structural Equation Modeling，SEM）和分层线性回归模型（Hierarchical Regression Model，HLM）分析村集体作为对农户农业社会化服务采纳的影响，验证农户感知的中介效应，并利用多群组分析探究社会化服务供需双方的空间距离和社会距离的调节效应。结果 村集体参与农业社会化服务工作对农户农业社会化服务采纳具有显著的正向影响，农户感知的信任度和行为态度维度在村集体作为对农户农业社会化服务采纳影响中具有重要的中介作用，群组分析结果表明，社会化服务供需双方的空间距离和社会距离在村集体作为对农户农业社会化服务采纳的影响中具有调节作用。结论 应注重农户反馈，以差异化战略提升农户适应性，通过村集体积极作为搭建起供需双方的合作桥梁，优化社会化服务工作，推动农业高质量发展。

Abstract:

The adoption of agricultural social services by small farmers is the core embodiment of the organic connection between farmers and modern agriculture, the village collective has the dual identity of government agent and farmer's family, which can effectively alleviate the problem of inadequate adoption and promote the development of agricultural modernization. Based on the S-O-R theoretical analysis framework, 69 village-level samples and 1 602 peasant household sample data were selected from Guanzhong area of Shaanxi province, structural equation model (SEM) and hierarchical linear regression model (HLM) were used to analyze the influence of village collective act on the adoption of agricultural socialized services by farmers, and to verify the mediating effect of farmers' perception, in addition, multi-group analysis was used to explore the moderating effect of spatial distance and social distance between social service supplier and demander. Village collective act in agricultural socialized services had a significant positive impact on the adoption of agricultural socialized services by farmers, and the perceived trust degree and behavioral attitude of farmers played an important mediating role in the impact of village collective participation on the adoption of agricultural socialized services by farmers, group analysis results showed that, the spatial distance and social distance between the supplier and demander of social services played a moderating role in the influence of village collective act on the adoption of agricultural social services by farmers. Therefore, farmers' feedback should be paid attention to, differentiation strategy should be adopted to improve farmers' adaptability, and village collective should actively serve as a bridge of cooperation between supplier and demander, optimize social services, so as to promote high-quality agricultural development.