关键词: 价值感知, 外部环境, 稻农, 生产托管

Abstract: As the key decisionmaking body of agricultural production trusteeship, farmers production trusteeship participation behavior is influenced by both their value perception and external environment. It is of great theoretical and practical significance to systematically analyze the influence of these two factors on farmers production trusteeship participation. Based on the data of 372 sample rice farmers in Jianghan Plain, this paper empirically analyzes the influence of value perception, external environment and their interaction on rice farmers participation in agricultural production trusteeship by using multivariate ordered Logit model. The research shows that value perception and external environment are the key internal and external factors that affect the participation of rice farmers in production trusteeship. The external environment plays a moderating role in the influence of value perception on rice farmers participation in production trusteeship. Among them, policy subsidies and service information acquisition can enhance the promotion of perceived economic benefits to rice farmers participation in production trusteeship through moderating role, and pass the significance level test of 1% and 5% respectively. At the same time, policy subsidies and quality of trusteeship service weaken the inhibition of perceived cost level on rice farmers participation degree in production trusteeship through moderating role, and pass the significance level test of 5% and 10% respectively. Therefore, it is of great significance to strengthen the stimulating effect of the external environment, give play to the regulating effect of the external environment on the value perception, enhance the perceived economic benefits of rice farmers on the trusteeship and weaken the perceived cost level to improve their participation degree in the production trusteeship.

Key words: value perception, external environment, rice farmers, agricultural production trusteeship