RESEARCH ON FARMERS'WILLINGNESS TO PARTICIPATE IN RURAL LIVING ENVIRONMENT BASED ON SOR MODEL
Farmers are the most immediate beneficiaries and the key stakeholders in raising the rural human settlements.Therefore,the research on farmers'willingness to participate in the improvement of rural living environment is of great practical and theoretical significance to the implementation of rural living environment improvement action plans.In this study,an empirical test was conducted through the research data of 894 farm household in Jiangxi province.Based on the theory of perceived value and the stimulus-organism-response(SOR)model framework theory,the factors of farmers'willingness to participate in rural living environment governance were analyzed from their psychological expectations.The results were indicated as follows.(1)Government support,grassroots work level,social value and emotional value all had significant effects on farmers'willingness through their psychological expectations.Functional value had a negative effect on farmers'psychological expectation.(2)The effect of cognitive value on farmers'psychological anticipation was not significant.(3)Farmers'psychological anticipation had a significant positive effect on willingness to engage and had significant mediating effects on the relationship between external stimuli and internal perceptions on farmers'willingness to participate and willingness to pay.Therefore,it is necessary to strengthen government support,enhance the service concept of government grassroots staff,and fully recognize farmers'democratic and social value to enhance their willingness to participate in improving the rural residential environment.
rural living environment governancewillingness to participatstimulus-organism-response(SOR)modelpsychological expectationstructural equation model
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