基于SOR模型的农户参与农村人居环境整治意愿研究

RESEARCH ON FARMERS' WILLINGNESS TO PARTICIPATE IN RURAL LIVING ENVIRONMENT BASED ON SOR MODEL

关键词:  农村人居环境整治  参与意愿  SOR模型  心理预期  结构方程模型

Key words:  rural living environment governance  willingness to participat  stimulus-organism-response(SOR) model  psychological expectation  structural equation model

摘要:

目的 农户是农村人居环境整治最直接的受益者，也是重要的参与者。研究农户参与农村人居环境整治意愿对落实农村人居环境整治行动方案具有重要的现实和理论意义。方法 文章基于感知价值（PTV）和刺激—机体—反应（SOR）模型理论，从农户心理预期视角研究农户参与农村人居环境整治意愿的影响机制，并通过江西省894份农户调研数据进行实证检验。结果 （1）政府支持、基层工作水平、社会价值及情感价值通过农户心理预期对农户意愿产生显著正向影响，功能价值对农户心理预期产生负向影响；（2）认知价值对农户心理预期的影响不显著；（3）农户心理预期对农户意愿具有显著正向影响，且在外部刺激及内部感知对农户参与意愿及支付意愿的关系中具有显著的中介效应。结论 加强政府支持、提升政府基层工作人员服务理念、充分给予农户民主和社会价值认可是提升农户参与农村人居环境整治意愿的有效途径。

Abstract:

Farmers are the most immediate beneficiaries and the key stakeholders in raising the rural human settlements. Therefore, the research on farmers′ willingness to participate in the improvement of rural living environment is of great practical and theoretical significance to the implementation of rural living environment improvement action plans. In this study, an empirical test was conducted through the research data of 894 farm household in Jiangxi province. Based on the theory of perceived value and the stimulus-organism-response (SOR) model framework theory, the factors of farmers′ willingness to participate in rural living environment governance were analyzed from their psychological expectations. The results were indicated as follows. (1) Government support, grassroots work level, social value and emotional value all had significant effects on farmers' willingness through their psychological expectations. Functional value had a negative effect on farmers' psychological expectation. (2) The effect of cognitive value on farmers′ psychological anticipation was not significant. (3) Farmers′ psychological anticipation had a significant positive effect on willingness to engage and had significant mediating effects on the relationship between external stimuli and internal perceptions on farmers′ willingness to participate and willingness to pay.Therefore, it is necessary to strengthen government support, enhance the service concept of government grassroots staff, and fully recognize farmers' democratic and social value to enhance their willingness to participate in improving the rural residential environment.