有意愿无行为:农民秸秆资源化意愿与行为相悖问题探究——基于MOA模型的实证
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摘要
文中利用鲁鄂冀皖四省1372份农户调研数据,基于MOA模型,通过对秸秆还田的考察探究了农民秸秆资源化利用意愿与行为相悖离的原因。结果发现:(1)36.81%的农民秸秆资源化利用意愿与行为相悖离,且多表现为"有意愿而无行为",占比28.64%;(2)农民秸秆资源化的动机(3.76)>机会(3.38)>能力(2.71),三者的改进对于农民秸秆资源化意愿转化为行为具有促进作用;(3)机会的强化能够增强动机和能力在农民意愿向行为转化中的积极效应。据此,着重增强农民相应的个体能力并提升外部条件,以改进秸秆利用成本收益比,是推进农民秸秆资源化意愿付诸行动的治本之策。
Based on the data of field survey on 1372 farmers and MOA model, this research explored why farmers are "all talk and no deed" in straw utilization. The results show that:(1) There are 36.81% of farmers whose oral willingness is not in line with actual behavior.(2) Motivation, opportunity and ability play important roles in the conversion of farmers' straw utilization willingness to behavior.(3) The improvement of opportunity can enhance the positive effects of motivation and ability in turning farmers' willingness of returning straw to farmland into action. Therefore, the primary way of promoting straw utilization is to improve the beneficial results of straw utilization based on ability and opportunity perspective.
Based on the data of field survey on 1372 farmers and MOA model, this research explored why farmers are "all talk and no deed" in straw utilization. The results show that:(1) There are 36.81% of farmers whose oral willingness is not in line with actual behavior.(2) Motivation, opportunity and ability play important roles in the conversion of farmers' straw utilization willingness to behavior.(3) The improvement of opportunity can enhance the positive effects of motivation and ability in turning farmers' willingness of returning straw to farmland into action. Therefore, the primary way of promoting straw utilization is to improve the beneficial results of straw utilization based on ability and opportunity perspective.
引文
[1] 夏南.棉秆/聚丙烯薄膜定向复合板的制备及成板机理研究[D].杨凌:西北农林科技大学,2016:1-4.
[2] 陈洁,郑伟,高浩,等.多源卫星遥感农作物秸秆焚烧过火区面积估算方法[J].农业工程学报,2015,31(3):207-214.
[3] 江永红,宇振荣,马永良.秸秆还田对农田生态系统及作物生长的影响[J].土壤通报,2001,32(5):209-213.
[4] 朱静,黄标,孙维侠,等.农田土壤有效态微量元素的时空变化及其影响因素研究[J].南京大学学报(自然科学版),2007,43(1):1-12.
[5] 朱启荣.城郊农户处理农作物秸秆方式的意愿研究-基于济南市调查数据的实证分析[J].农业经济问题,2008(5):103-109.
[6] 王舒娟,蔡荣.农户秸秆资源处置行为的经济学分析[J].中国人口·资源与环境,2014,24(8):162-167.
[7] Greenwald A G.The totalitarian ego:fabrication and revision of personal history[J].American Psychologist,1980,35(7):603-618.
[8] Bongaarts J.Fertility and reproductive preferences in post-transitional societies[J].Population & Development Review,2001,27(Sl.):260-281.
[9] 许增巍,姚顺波,苗珊珊.意愿与行为的悖离:农村生活垃圾集中处理农户支付意愿与支付行为影响因素研究[J].干旱区资源与环境,2016,30(2):1-6.
[10] Valkila N,Saari A.Attitude-behaviour gap in energy issues:case study of three different Finnish residential areas[J].Energy for Sustainable Development,2013,17(1):24-34.
[11] Maclnnis D J,Jaworski B J.Information processing from advertisements:toward an integrative framework[J].Journal of Marketing,1989,53(4):1-23.
[12] 苗珊珊.社会资本多维异质性视角下农户小型水利设施合作参与行为研究[J].中国人口·资源与环境,2014,24(12):46-54.
[13] 陈则谦.MOA模型的形成、发展与核心构念[J].图书馆学研究,2013(13):53-57.
[14] Gruen T W,Osmonbekov T,Czaplewski A J.Customer-to-customer exchange:its MOA antecedents and its impact on value creation and loyalty[J].Journal of the Academy of Marketing Science,2007,35(4):537-549.
[15] 陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113.
[16] Vallerand R J.Deci and Ryan’s self-determination theory:a view from the hierarchical model of intrinsic and extrinsic motivation[J].Psychological Inquiry,2000,11(4):312-318.
[17] 马龙龙.企业社会责任对消费者购买意愿的影响机制研究[J].管理世界,2011(5):120-126.
[18] 赵书松.绩效考核政治性对个体知识共享行为影响的实证研究[J].南开管理评论,2012,15(3):150-160.
[19] Schmidt J B,Spreng R A.A Proposed model of external consumer information search[J].Journal of the Academy of Marketing Science,1996,24(3):246-256.
[20] 夏萍.企业核心竞争力内涵的再诠释[J].中央财经大学学报,2003(5):50-53.
[21] 康庄,杨秀苔,余元全.服务业消费者参与、信任与满意关系研究[J].中南财经政法大学学报,2009(1):135-140.
[22] 王格玲,陆迁.意愿与行为的悖离:农村社区小型水利设施农户合作意愿及合作行为的影响因素分析[J].华中科技大学学报(社会科学版),2013,27(3):68-75.
[23] 孙剑,李锦锦,杨晓茹.消费者为何言行不一:绿色消费行为阻碍因素探究[J].华中农业大学学报(社会科学版),2015(5):72-81.
(1)央视《新闻1+1》曾以"禁了十六年,依然在烧!"为题,报道了河南一农民因秸秆焚烧被拘留事件,引发各界关注与讨论。
[2] 陈洁,郑伟,高浩,等.多源卫星遥感农作物秸秆焚烧过火区面积估算方法[J].农业工程学报,2015,31(3):207-214.
[3] 江永红,宇振荣,马永良.秸秆还田对农田生态系统及作物生长的影响[J].土壤通报,2001,32(5):209-213.
[4] 朱静,黄标,孙维侠,等.农田土壤有效态微量元素的时空变化及其影响因素研究[J].南京大学学报(自然科学版),2007,43(1):1-12.
[5] 朱启荣.城郊农户处理农作物秸秆方式的意愿研究-基于济南市调查数据的实证分析[J].农业经济问题,2008(5):103-109.
[6] 王舒娟,蔡荣.农户秸秆资源处置行为的经济学分析[J].中国人口·资源与环境,2014,24(8):162-167.
[7] Greenwald A G.The totalitarian ego:fabrication and revision of personal history[J].American Psychologist,1980,35(7):603-618.
[8] Bongaarts J.Fertility and reproductive preferences in post-transitional societies[J].Population & Development Review,2001,27(Sl.):260-281.
[9] 许增巍,姚顺波,苗珊珊.意愿与行为的悖离:农村生活垃圾集中处理农户支付意愿与支付行为影响因素研究[J].干旱区资源与环境,2016,30(2):1-6.
[10] Valkila N,Saari A.Attitude-behaviour gap in energy issues:case study of three different Finnish residential areas[J].Energy for Sustainable Development,2013,17(1):24-34.
[11] Maclnnis D J,Jaworski B J.Information processing from advertisements:toward an integrative framework[J].Journal of Marketing,1989,53(4):1-23.
[12] 苗珊珊.社会资本多维异质性视角下农户小型水利设施合作参与行为研究[J].中国人口·资源与环境,2014,24(12):46-54.
[13] 陈则谦.MOA模型的形成、发展与核心构念[J].图书馆学研究,2013(13):53-57.
[14] Gruen T W,Osmonbekov T,Czaplewski A J.Customer-to-customer exchange:its MOA antecedents and its impact on value creation and loyalty[J].Journal of the Academy of Marketing Science,2007,35(4):537-549.
[15] 陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113.
[16] Vallerand R J.Deci and Ryan’s self-determination theory:a view from the hierarchical model of intrinsic and extrinsic motivation[J].Psychological Inquiry,2000,11(4):312-318.
[17] 马龙龙.企业社会责任对消费者购买意愿的影响机制研究[J].管理世界,2011(5):120-126.
[18] 赵书松.绩效考核政治性对个体知识共享行为影响的实证研究[J].南开管理评论,2012,15(3):150-160.
[19] Schmidt J B,Spreng R A.A Proposed model of external consumer information search[J].Journal of the Academy of Marketing Science,1996,24(3):246-256.
[20] 夏萍.企业核心竞争力内涵的再诠释[J].中央财经大学学报,2003(5):50-53.
[21] 康庄,杨秀苔,余元全.服务业消费者参与、信任与满意关系研究[J].中南财经政法大学学报,2009(1):135-140.
[22] 王格玲,陆迁.意愿与行为的悖离:农村社区小型水利设施农户合作意愿及合作行为的影响因素分析[J].华中科技大学学报(社会科学版),2013,27(3):68-75.
[23] 孙剑,李锦锦,杨晓茹.消费者为何言行不一:绿色消费行为阻碍因素探究[J].华中农业大学学报(社会科学版),2015(5):72-81.
(1)央视《新闻1+1》曾以"禁了十六年,依然在烧!"为题,报道了河南一农民因秸秆焚烧被拘留事件,引发各界关注与讨论。