Based on the decomposed theory of planned behavior(DTPB),a theoretical model was constructed to explore the psychological cognition of farmers regarding land rights protection strategy for landless farmers and their impact on the intention to implement.The structural equation model(SEM)was applied to empirically ana-lyze the subjective decision-making basis that dominates the implementation intention of farmers'protection strate-gy.The results indicate that:(1)Perceived value and perceived risk constitute the attitude towards behavior,which in turn positively affects the farmers'implementation intention;(2)Influences from superiors and peers form subjective norms,which then positively affect the farmers'implementation intention;(3)Facilitating condi-tions and self-efficacy shape perceived behavioral control,which then positively influences the farmers'implemen-tation intention;(4)Among the nine influencing factors of farmers'implementation intention,attitudes towards behavior and subjective norms are predominant,almost playing a decisive role.
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