VILLAGE COLLECTIVE ACT,FARMER'S PERCEPTION AND FARMER'S ADOPTION OF AGRICULTURAL SOCIALIZATION SERVICE——MOEERATING EFFECT BASED ON SPATIAL DISTANCE AND SOCIAL DISTANCE
The adoption of agricultural social services by small farmers is the core embodiment of the organic connection between farmers and modern agriculture,the village collective has the dual identity of government agent and farmer's family,which can effectively alleviate the problem of inadequate adoption and promote the development of agricultural modernization.Based on the S-O-R theoretical analysis framework,69 village-level samples and 1 602 peasant household sample data were selected from Guanzhong area of Shaanxi province,structural equation model(SEM)and hierarchical linear regression model(HLM)were used to analyze the influence of village collective act on the adoption of agricultural socialized services by farmers,and to verify the mediating effect of farmers'perception,in addition,multi-group analysis was used to explore the moderating effect of spatial distance and social distance between social service supplier and demander.Village collective act in agricultural socialized services had a significant positive impact on the adoption of agricultural socialized services by farmers,and the perceived trust degree and behavioral attitude of farmers played an important mediating role in the impact of village collective participation on the adoption of agricultural socialized services by farmers,group analysis results showed that,the spatial distance and social distance between the supplier and demander of social services played a moderating role in the influence of village collective act on the adoption of agricultural social services by farmers.Therefore,farmers'feedback should be paid attention to,differentiation strategy should be adopted to improve farmers'adaptability,and village collective should actively serve as a bridge of cooperation between supplier and demander,optimize social services,so as to promote high-quality agricultural development.
village collective actagricultural socialized servicesstructural equation modelhierarchical linear regression modelspatial distancesocial distance
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