河北省农村新民居建设中基于感知价值的农民需求意愿研究
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摘要
当前河北省正在大力实施农村新民居建设的战略决策,把优化农村环境和改善农民居住条件和居住方式为目标,真正形成农村生产生活便利、村庄环境优美、住宅居住舒适的社会主义新农村面貌。本文在河北省农村新民居建设实践发展背景下,以消费和居住在农村新民居的农民为研究对象,以“感知利益”和“感知风险”权衡的感知价值相关理论作为基础,从农村新民居建设发展中农民感知价值视角对农民新民居需求意愿展开研究。研究包括分析了农村新民居建设发展意义、现状和需求状况。通过文献分析、访谈和问卷调研、预测试步骤开发出感知利益和感知风险测量表。采用结构方程建模方法探讨在“感知利益”和“感知风险”权衡下,对于农民新民居消费感知价值与消费需求意愿的影响驱动关系和内在机理,构建了农民对农村新民居感知利益和感知风险权衡因素模型、农民对农村新民居权衡因素与需求意愿模型以及基于感知利益和感知风险权衡的农民群体识别模型。并基于“感知利益”和“感知风险”权衡的感知价值水平差异,对农民新民居消费需求进行识别和划分为不同类型农民需求意愿群体,深入探讨不同类型农民消费需求意愿群体“感知利益”和“感知风险”影响作用和构成维度重要影响程度的显著差异以及不同类型农民消费需求意愿群体所具备的人口统计特征和对新民居的消费特征,提出了具有针对性的新民居建设发展策略设计和引导对策及建议。发挥以农民需求为导向的作用,实现农村新民居建设的人本性、科学性和适应性。
主要研究结论是：在农村新民居建设中农民需求意愿具有多元性,不同特征的农民群体对新居民建设的优先领域的选择也会产生影响；农民对农村新民居的感知价值由感知利益与感知风险组成,农民感知利益由感知核心利益、感知附加利益和感知关系利益构成,农民感知风险由感知经济风险、感知心理风险和感知社会文化风险构成,并开发和形成了最终的感知利益测量量表、感知风险测量量表和感知价值测量量表；农民对于农村新民居的感知价值是基于感知利益与感知风险之间的权衡,农村新民居农民感知利益对农民感知价值具有显著的正向影响作用,而农民感知风险对农民感知价值具有显著的负向影响作用；农民感知风险对于农民感知价值和农民需求意愿的影响作用明显大于农民感知利益；农村新民居农民感知价值对农民需求意愿、农民满意都具有显著的正向影响作用；农民满意和农民感知利益对农民需求意愿具有显著的正向影响作用；新民居农民感知价值对于农民需求意愿的影响有两条途径,一是农民感知价值对农民需求意愿的直接影响,二是农民感知价值通过农民满意对农民需求意愿产生间接影响；基于感知利益-感知风险双维感知变量的权衡,对农民群体进行了识别,将其划分为感知高利益-高风险敏感型群体、感知低利益-高风险消极型群体、感知低利益-低风险冷漠型群体和感知高利益-低风险积极型群体4类农民群体,设计了对应新民居产品设计以及社区设施和服务设计；从规划建设、规范政策执行、沟通宣传、培育农村产业、资金筹集、新民居农村社区管理、新民居公共服务水平和新民居建设示范村管理等方面提出了具体引导对策和建议。
The new residential construction strategic was vigorously implemented in rural areas in Hebei province at present, decision-making, we would optimize the rural environment and improve farmers' living conditions and way as the goal.At last, we would create new socialist rural landscape about rural production and living facilities, beautiful villages environment, comfortable living residential.In this paper, as the object of study that was farmers of consumeing and living in rural new houses,as the foundation that was the perceived value theory witch was weigh between the perceived benefits and perceived risk, it discussed the farmerr's demand aspiration of the rural new houses from the angle of the farmer's perceived value in the rural new houses of the construction and development in the the background of rural new houses construction and development in Hebei Province. The study would include an analysis of the significance of construction, current situation, demand conditions in the development of the rural new huouse. The perceived benefits and perceived risk measurement table were developed by the literature analysis, interviews and a questionnaire survey, pre-tested steps.Through using the approach of structural equation model, the peper discussed the driving relationship and the internal mechanism between the perceived value and the consuming demand aspiration of the rural new houses in the weigh of the perceived benefits and perceived risks. At the same time, the paper had builded the weigh factors model of the farmer's perceived benefits and perceived risk in the rural new houses, the modle of the demand aspiration and weigh factors in the rural new houses, the discriminating modle of the farmer's group based on the weigh between the farmer's perceived benefits and perceived risk. This article had a distinguish about the consumption demand of the rural new houses, and divided farmers into all kindes of groups of farmer's demand aspiration based on the different level of perceived value after weighing perceived benefits and perceived risk.Further, this article discussed deeply the influence role of the perceived benefits and perceived risk in all kindes of groups of farmer's demand aspiration,and significant difference of the important constitutional dimension, and the demographic characteristics and the new residential consumption characteristics that were possessed in all kindes of groups of farmer's demand aspiration groups. The targeted new residential construction and development strategy design and guided countermeasures and suggestions were proposed, to play the role of the farmers' demand-oriented.and achieve the nature, science, and the adaptation of the new residential construction in rural areas.
The main conclusions of study were:farmer's demand aspiration would have diversity in the construction of the rural new house.The farmer group of different characteristics had a impact on the selection of the priority areas for the construction of the rural new house; Farmer's perceived value of the rural new house consisted of perceived benefits and perceived risks. Farmer's perceived benefits consisted of perceived nuclear benefits.perceived additional benefits and perceived relational benefits. Farmer's perceived risks consisted of perceived economic risks, perceived psychological risks and perceived sociocultural risks; Farmers for the rural new house in new perceived value was based on the trade-off between perceived benefits and perceived risks. Farmers' perceived benefits had a significant positive impact on farmers'perceived value, while farmers' perceived risk had a significant negative impact on farmers' perceived value; Compared with farmers' perceived benefits, farmers' perception risks had significantly greater impact on farmers'perceived value and farmers'demand aspiration; Farmers' perceived value had a significant positive impact on farmers'demand aspiration and satisfaction, while farmers' perceived benefits and satisfaction had a significant positive impact on farmers' demand aspiration; It was two paths about the influence of the farmers' perceived value to the farmers' demand aspiration. One was perceived value had a direct impact on farmers'demand aspiration, and the other was farmers'perceived value had a indirect impact on farmers'demand aspiration through farmers'satisfaction; This article had the recognition to the farmers group based on the trade-off between perceived benefits and perceived risks, and the farmers group was divided into four sections including perceived high benefits-high risk sensitive groups, perceived low benefits high risk inactive groups, perceived low benefits-low risk unconcerned groups and perceived high benefits-low risk positive groups, and designed general scheme about the product，community facilities and services of the rural new house; The paper put forward the concrete countermeasure and the suggestion from planning and construction, standard policy implementation, communication, publicity and developing rural industry, funding new houses, the community management in the rural new house, public service level and demonstration village management in the new house construction.
主要研究结论是：在农村新民居建设中农民需求意愿具有多元性,不同特征的农民群体对新居民建设的优先领域的选择也会产生影响；农民对农村新民居的感知价值由感知利益与感知风险组成,农民感知利益由感知核心利益、感知附加利益和感知关系利益构成,农民感知风险由感知经济风险、感知心理风险和感知社会文化风险构成,并开发和形成了最终的感知利益测量量表、感知风险测量量表和感知价值测量量表；农民对于农村新民居的感知价值是基于感知利益与感知风险之间的权衡,农村新民居农民感知利益对农民感知价值具有显著的正向影响作用,而农民感知风险对农民感知价值具有显著的负向影响作用；农民感知风险对于农民感知价值和农民需求意愿的影响作用明显大于农民感知利益；农村新民居农民感知价值对农民需求意愿、农民满意都具有显著的正向影响作用；农民满意和农民感知利益对农民需求意愿具有显著的正向影响作用；新民居农民感知价值对于农民需求意愿的影响有两条途径,一是农民感知价值对农民需求意愿的直接影响,二是农民感知价值通过农民满意对农民需求意愿产生间接影响；基于感知利益-感知风险双维感知变量的权衡,对农民群体进行了识别,将其划分为感知高利益-高风险敏感型群体、感知低利益-高风险消极型群体、感知低利益-低风险冷漠型群体和感知高利益-低风险积极型群体4类农民群体,设计了对应新民居产品设计以及社区设施和服务设计；从规划建设、规范政策执行、沟通宣传、培育农村产业、资金筹集、新民居农村社区管理、新民居公共服务水平和新民居建设示范村管理等方面提出了具体引导对策和建议。
The new residential construction strategic was vigorously implemented in rural areas in Hebei province at present, decision-making, we would optimize the rural environment and improve farmers' living conditions and way as the goal.At last, we would create new socialist rural landscape about rural production and living facilities, beautiful villages environment, comfortable living residential.In this paper, as the object of study that was farmers of consumeing and living in rural new houses,as the foundation that was the perceived value theory witch was weigh between the perceived benefits and perceived risk, it discussed the farmerr's demand aspiration of the rural new houses from the angle of the farmer's perceived value in the rural new houses of the construction and development in the the background of rural new houses construction and development in Hebei Province. The study would include an analysis of the significance of construction, current situation, demand conditions in the development of the rural new huouse. The perceived benefits and perceived risk measurement table were developed by the literature analysis, interviews and a questionnaire survey, pre-tested steps.Through using the approach of structural equation model, the peper discussed the driving relationship and the internal mechanism between the perceived value and the consuming demand aspiration of the rural new houses in the weigh of the perceived benefits and perceived risks. At the same time, the paper had builded the weigh factors model of the farmer's perceived benefits and perceived risk in the rural new houses, the modle of the demand aspiration and weigh factors in the rural new houses, the discriminating modle of the farmer's group based on the weigh between the farmer's perceived benefits and perceived risk. This article had a distinguish about the consumption demand of the rural new houses, and divided farmers into all kindes of groups of farmer's demand aspiration based on the different level of perceived value after weighing perceived benefits and perceived risk.Further, this article discussed deeply the influence role of the perceived benefits and perceived risk in all kindes of groups of farmer's demand aspiration,and significant difference of the important constitutional dimension, and the demographic characteristics and the new residential consumption characteristics that were possessed in all kindes of groups of farmer's demand aspiration groups. The targeted new residential construction and development strategy design and guided countermeasures and suggestions were proposed, to play the role of the farmers' demand-oriented.and achieve the nature, science, and the adaptation of the new residential construction in rural areas.
The main conclusions of study were:farmer's demand aspiration would have diversity in the construction of the rural new house.The farmer group of different characteristics had a impact on the selection of the priority areas for the construction of the rural new house; Farmer's perceived value of the rural new house consisted of perceived benefits and perceived risks. Farmer's perceived benefits consisted of perceived nuclear benefits.perceived additional benefits and perceived relational benefits. Farmer's perceived risks consisted of perceived economic risks, perceived psychological risks and perceived sociocultural risks; Farmers for the rural new house in new perceived value was based on the trade-off between perceived benefits and perceived risks. Farmers' perceived benefits had a significant positive impact on farmers'perceived value, while farmers' perceived risk had a significant negative impact on farmers' perceived value; Compared with farmers' perceived benefits, farmers' perception risks had significantly greater impact on farmers'perceived value and farmers'demand aspiration; Farmers' perceived value had a significant positive impact on farmers'demand aspiration and satisfaction, while farmers' perceived benefits and satisfaction had a significant positive impact on farmers' demand aspiration; It was two paths about the influence of the farmers' perceived value to the farmers' demand aspiration. One was perceived value had a direct impact on farmers'demand aspiration, and the other was farmers'perceived value had a indirect impact on farmers'demand aspiration through farmers'satisfaction; This article had the recognition to the farmers group based on the trade-off between perceived benefits and perceived risks, and the farmers group was divided into four sections including perceived high benefits-high risk sensitive groups, perceived low benefits high risk inactive groups, perceived low benefits-low risk unconcerned groups and perceived high benefits-low risk positive groups, and designed general scheme about the product，community facilities and services of the rural new house; The paper put forward the concrete countermeasure and the suggestion from planning and construction, standard policy implementation, communication, publicity and developing rural industry, funding new houses, the community management in the rural new house, public service level and demonstration village management in the new house construction.
引文
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①核心家庭是由父母及未结婚子女组成的家庭(多为3口或4口之家)。主干家庭是由两代以上夫妻组成,每代最多不超过一对夫妻,且中间无断代的家庭,如父母和已婚子女组成的家庭(多为5-6口之家)。联合家庭是指家庭中任何一代含有两个以上夫妻的家庭,如父母和两对或两对以上已婚子女组成的家庭,或是兄弟姐妹婚后不分家的家庭(多为6口以上之家)。
①传统农户,家庭主要成员常年在农村居住,以农业种植、养殖业是家庭收入的主要来源：兼营工商业户,家庭主要成员常年在农村居住,仍种植承包田,但家庭兼营加工、运输、餐饮等,并以其为主要收入来源；在外务工经商户,家庭主要成员常年在外务工经商,只有妇女、老幼在家居住并种植承包田,并以在外务工经商为主要收入来源；城乡两栖户,家庭主要成员在外有正式职业,在城市有住房,但其在农村住房一直保留,有的退休回农村居住。此四类家庭随着离城镇越近,传统农户越少,其他类型户越多。
①三户或三户以上的户型单元拼联而成,各户间至少能共用两面山墙时,称为联排式住宅。具有建筑物两面临空,能够合理布置平面；通风采光比较好,使用方便,节省市政设施的特点。
②大多为低层或多层,每一层内有若干单户独用的套房,包括卧室、起居室、客厅、浴室、厕所、厨房、阳台等等。
①主干家庭是由两代以上夫妻组成,每代最多不超过一对夫妻,且中间无断代的家庭。如父母和已婚子女组成的家庭(多为5-6口之家)。联合家庭是指家庭中任何一代含有两个以上夫妻的家庭,如父母和两对或两对以上已婚子女组成的家庭,或是兄弟姐妹婚后不分家的家庭(多为6口以上之家)。
①三户或三户以上的户型单元拼联而成,各户间至少能共用两面山墙时,称为联排式住宅。具有建筑物两面临空,能够合理布置平面；通风采光比较好,使用方便,节省市政设施的特点。
①独院式住宅,是指独户居住的单栋住宅,房屋四周临空,有围墙圈出固定范围的庭院或明确归本户使用的周围用地。
①同春芬,党晓虹,王书明.农村社区管理学[M].北京：知识产权出版社,.2010
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①核心家庭是由父母及未结婚子女组成的家庭(多为3口或4口之家)。主干家庭是由两代以上夫妻组成,每代最多不超过一对夫妻,且中间无断代的家庭,如父母和已婚子女组成的家庭(多为5-6口之家)。联合家庭是指家庭中任何一代含有两个以上夫妻的家庭,如父母和两对或两对以上已婚子女组成的家庭,或是兄弟姐妹婚后不分家的家庭(多为6口以上之家)。
①传统农户,家庭主要成员常年在农村居住,以农业种植、养殖业是家庭收入的主要来源：兼营工商业户,家庭主要成员常年在农村居住,仍种植承包田,但家庭兼营加工、运输、餐饮等,并以其为主要收入来源；在外务工经商户,家庭主要成员常年在外务工经商,只有妇女、老幼在家居住并种植承包田,并以在外务工经商为主要收入来源；城乡两栖户,家庭主要成员在外有正式职业,在城市有住房,但其在农村住房一直保留,有的退休回农村居住。此四类家庭随着离城镇越近,传统农户越少,其他类型户越多。
①三户或三户以上的户型单元拼联而成,各户间至少能共用两面山墙时,称为联排式住宅。具有建筑物两面临空,能够合理布置平面；通风采光比较好,使用方便,节省市政设施的特点。
②大多为低层或多层,每一层内有若干单户独用的套房,包括卧室、起居室、客厅、浴室、厕所、厨房、阳台等等。
①主干家庭是由两代以上夫妻组成,每代最多不超过一对夫妻,且中间无断代的家庭。如父母和已婚子女组成的家庭(多为5-6口之家)。联合家庭是指家庭中任何一代含有两个以上夫妻的家庭,如父母和两对或两对以上已婚子女组成的家庭,或是兄弟姐妹婚后不分家的家庭(多为6口以上之家)。
①三户或三户以上的户型单元拼联而成,各户间至少能共用两面山墙时,称为联排式住宅。具有建筑物两面临空,能够合理布置平面；通风采光比较好,使用方便,节省市政设施的特点。
①独院式住宅,是指独户居住的单栋住宅,房屋四周临空,有围墙圈出固定范围的庭院或明确归本户使用的周围用地。
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