Research on training behavior of high quality farmers from perspective of social capital demand: based on theory of planned behavior

doi:10.3969/j.issn.1004-1524.2022.03.25

Acta Agriculturae Zhejiangensis ›› 2022, Vol. 34 ›› Issue (3): 652-660.DOI: 10.3969/j.issn.1004-1524.2022.03.25

• Agricultural Economy and Development • Previous Articles

Research on training behavior of high quality farmers from perspective of social capital demand: based on theory of planned behavior

HUANG Hexiao¹(), ZHANG Xihua², ZHUO Ni¹, LI Baozhi¹, ZHANG Weijiang¹, ZHU Qibiao¹^,^*()

1. Institute of Rural Development, Zhejiang Academy of Agricultural Sciences, Hangzhou 310021, China
2. College of Cooperative Economics, Zhejiang Institute of Economics and Trade, Hangzhou 310018, China

Received:2021-06-30 Online:2022-03-25 Published:2022-03-30
Contact: ZHU Qibiao

Abstract

Abstract:

Talent is a key factor to support the Rural Revitalization Strategy. The cultivation of high quality farmers has been promoted to a new height in the new era. Based on the theory of planned behavior (TPB), this paper conducted an empirical analysis with structural equation model (SEM) and 760 effective samples to explore the influencing factors of high quality farmers’ training behavior from the perspective of social capital demand. The results showed that the attitude toward behavior of high quality farmers with social capital demand had significantly (P<0.01) positive impact on their behavior intention. And high quality farmers’ behavior intention had significantly (P<0.01) positive impact on their actual behavior. Therefore, the training of high quality farmers should focus on actual needs, establish communication platforms, strengthen tracking services, build training brands, accurately pinpoint training objects and optimize training programs, break the limitation of time and space and activate training forms.

Key words: social capital demand, training of high quality farmers, training behavior, theory of planned behavior

CLC Number:

F328

HUANG Hexiao, ZHANG Xihua, ZHUO Ni, LI Baozhi, ZHANG Weijiang, ZHU Qibiao. Research on training behavior of high quality farmers from perspective of social capital demand: based on theory of planned behavior[J]. Acta Agriculturae Zhejiangensis, 2022, 34(3): 652-660.

Figures/Tables 4

References 39

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指标 Index	类别 Category	样本量 Sample size	比例 Proportion/%
性别Gender	男Male	555	73.03
	女Female	205	26.97
年龄Age	≤30	40	5.26
	31~40	231	30.39
	41~50	285	37.50
	≥51	204	26.84
受教育程度Education level	初中以下Below junior high school	9	1.18
	初中Junior high school	151	19.87
	高中High school	166	21.84
	中专Secondary specialized school	53	6.97
	大专Junior college	204	26.84
	本科及以上Bachelor degree and above	177	23.29
地区Region	丽水Lishui	60	7.89
	台州Taizhou	58	7.63
	嘉兴Jiaxing	247	32.50
	宁波Ningbo	7	0.92
	杭州Hangzhou	113	14.87
	温州Wenzhou	27	3.55
	湖州Huzhou	31	4.08
	绍兴Shaoxing	80	10.53
	舟山Zhoushan	4	0.53
	衢州Quzhou	32	4.21
	金华Jinhua	101	13.29

指标 Index	类别 Category	样本量 Sample size	比例 Proportion/%
性别Gender	男Male	555	73.03
	女Female	205	26.97
年龄Age	≤30	40	5.26
	31~40	231	30.39
	41~50	285	37.50
	≥51	204	26.84
受教育程度Education level	初中以下Below junior high school	9	1.18
	初中Junior high school	151	19.87
	高中High school	166	21.84
	中专Secondary specialized school	53	6.97
	大专Junior college	204	26.84
	本科及以上Bachelor degree and above	177	23.29
地区Region	丽水Lishui	60	7.89
	台州Taizhou	58	7.63
	嘉兴Jiaxing	247	32.50
	宁波Ningbo	7	0.92
	杭州Hangzhou	113	14.87
	温州Wenzhou	27	3.55
	湖州Huzhou	31	4.08
	绍兴Shaoxing	80	10.53
	舟山Zhoushan	4	0.53
	衢州Quzhou	32	4.21
	金华Jinhua	101	13.29

潜变量Latent variable	观察变量Observed variable
Q1:行为态度	Q11:参与培训可以使我了解农业科技信息
Q1: Attitude toward	Q11: Training can help me understand agricultural science and technology information
behavior	Q12:参与培训可以使我结识一批同行朋友
	Q12: Training can help me make friends in the same trade
	Q13:参与培训可以使我熟悉一批著名的农业专家
	Q13: Training can help me get familiar with famous agricultural experts
	Q14:选择有影响力的培训平台可以促进我积累社会资本
	Q14: Choosing an influential training platform can help me accumulate social capital
Q2:主观规范 Q2: Subjective norms	Q21:同行通过参加培训结识业界精英,促使我想参加培训 Q21: Peers get acquainted with the elites of the industry through training, which makes me want to join in the training
	Q22:同行通过参加培训结识农业专家,促使我想参加培训 Q22: Peers get acquainted with experts through training, which makes me want to join in the training
	Q23:同行参加培训后提高了经营管理理念和水平,促使我想参加培训 Q23: The management concept and level of peers get improved through training, which makes me want to join in the training
	Q24:同行对培训很满意,促使我想参加培训 Q24: Peers are satisfied with the training, which makes me want to join in the training
Q3:知觉行为控制 Q3: Perceived behavioral	Q31:我能通过培训实现与专家同行的交流 Q31: I can communicate with experts through training
control	Q32:我能通过培训提高收入水平 Q32: I can increase my income through training
	Q33:我能通过培训提高经营管理理念和水平 Q33: I can improve my management concept and level through training
潜变量Latent variable	观察变量Observed variable
Q4:行为意向 Q4:Behavior intention	Q41:我愿意参加培训 Q41: I’m willing to join in the training
	Q42:我更愿意参加省级及以上平台的培训 Q42: I prefer to join in the training with provincial level or higher level platforms
	Q43:我愿意参加长期培训 Q43: I’m willing to join in the long-term training
Q5:实际行为 Q5:Actual behavior	Q51:我参加培训的频率 Q51: The frequency of my participation in training
	Q52:我参加省级及以上培训的次数 Q52: The frequency of my participation in the training with provincial level or higher level platforms
	Q53:我接受过长期培训 Q53: I have participated in the long-term training

潜变量Latent variable	观察变量Observed variable
Q1:行为态度	Q11:参与培训可以使我了解农业科技信息
Q1: Attitude toward	Q11: Training can help me understand agricultural science and technology information
behavior	Q12:参与培训可以使我结识一批同行朋友
	Q12: Training can help me make friends in the same trade
	Q13:参与培训可以使我熟悉一批著名的农业专家
	Q13: Training can help me get familiar with famous agricultural experts
	Q14:选择有影响力的培训平台可以促进我积累社会资本
	Q14: Choosing an influential training platform can help me accumulate social capital
Q2:主观规范 Q2: Subjective norms	Q21:同行通过参加培训结识业界精英,促使我想参加培训 Q21: Peers get acquainted with the elites of the industry through training, which makes me want to join in the training
	Q22:同行通过参加培训结识农业专家,促使我想参加培训 Q22: Peers get acquainted with experts through training, which makes me want to join in the training
	Q23:同行参加培训后提高了经营管理理念和水平,促使我想参加培训 Q23: The management concept and level of peers get improved through training, which makes me want to join in the training
	Q24:同行对培训很满意,促使我想参加培训 Q24: Peers are satisfied with the training, which makes me want to join in the training
Q3:知觉行为控制 Q3: Perceived behavioral	Q31:我能通过培训实现与专家同行的交流 Q31: I can communicate with experts through training
control	Q32:我能通过培训提高收入水平 Q32: I can increase my income through training
	Q33:我能通过培训提高经营管理理念和水平 Q33: I can improve my management concept and level through training
潜变量Latent variable	观察变量Observed variable
Q4:行为意向 Q4:Behavior intention	Q41:我愿意参加培训 Q41: I’m willing to join in the training
	Q42:我更愿意参加省级及以上平台的培训 Q42: I prefer to join in the training with provincial level or higher level platforms
	Q43:我愿意参加长期培训 Q43: I’m willing to join in the long-term training
Q5:实际行为 Q5:Actual behavior	Q51:我参加培训的频率 Q51: The frequency of my participation in training
	Q52:我参加省级及以上培训的次数 Q52: The frequency of my participation in the training with provincial level or higher level platforms
	Q53:我接受过长期培训 Q53: I have participated in the long-term training

潜变量 Latent variable	Cronbach α	CR	AVE	KMO	观察变量 Observed variable	因子载荷 Factor loading
Q1	0.628	0.717	0.521	0.644	Q11	0.691
					Q12	0.594
					Q13	0.755
					Q14	0.460
Q2	0.816	0.906	0.717	0.894	Q21	0.910
					Q22	0.913
					Q23	0.890
					Q24	0.733
Q3	0.678	0.701	0.573	0.652	Q31	0.588
					Q32	0.796
					Q33	0.718
Q4	0.663	0.780	0.623	0.617	Q41	0.681
					Q42	0.792
					Q43	0.691
Q5	0.766	0.784	0.569	0.693	Q51	0.816
					Q52	0.816
					Q53	0.806

Research on training behavior of high quality farmers from perspective of social capital demand: based on theory of planned behavior

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路径 Route	非标准化回归系数 Nonstandard regression coefficient	标准化回归系数 Standardized regression coefficient
Q1→Q4	0.335(0.052)	0.504^***
Q2→Q4	0.018(0.031)	0.031
Q3→Q4	-0.021(0.033)	-0.032
Q4→Q5	0.703(0.101)	0.556^***
Q1→Q11	0.544(0.067)	0.387^***
Q1→Q12	1.020(0.090)	0.731^***
Q1→Q13	0.470(0.065)	0.339^***
Q1→Q14	1(—)	0.710
Q2→Q21	1.851(0.103)	0.919^***
Q2→Q22	1.905(0.106)	0.913^***
Q2→Q23	1.765(0.103)	0.841^***
Q2→Q24	1(—)	0.600
Q3→Q31	0.923(0.147)	0.294^***
Q3→Q32	1.906(0.474)	0.945^***
Q3→Q33	1(—)	0.402
Q4→Q41	0.788(0.107)	0.516^***
Q4→Q42	1.064(0.149)	0.501^***
Q4→Q43	1(—)	0.476
Q5→Q51	1.997(0.120)	0.814^***
Q5→Q52	2.601(0.157)	0.798^***
Q5→Q53	1(—)	0.679

[1]	ZHANG Shasha, ZHENG Xungang, ZHANG Bizhong. Transportation infrastructure, spatial spillover and rural poverty reduction:an empirical study based on panel data [J]. Acta Agriculturae Zhejiangensis, 2021, 33(3): 553-564.
[2]	HUANG Hexiao, LI Baozhi, ZHU Qibiao, YANG Liangshan, WU Jinghua. Practice of cultivation of high-quality farmers in Zhejiang: in case of Zhejiang Agronomist College [J]. , 2020, 32(10): 1890-1898.