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

摘要： 作为农业生产托管的关键决策主体，农户生产托管参与行为受其价值感知和外部环境的双重影响，系统分析二者对农户生产托管参与程度的影响对推动农业生产托管发展具有重要的理论和现实意义。基于江汉平原372份样本稻农数据，运用多元有序Logit模型实证分析价值感知和外部环境及其交互项对稻农生产托管参与程度的影响。研究表明：价值感知和外部环境是影响稻农生产托管服务参与程度的关键内、外部因素。外部环境在价值感知对稻农生产托管服务参与程度的影响中发挥调节效应，其中，政策补贴、服务信息获得通过调节作用能够增强感知经济利益对稻农生产托管参与程度的促进作用，且分别通过1%和5%显著性水平检验。同时政策补贴、托管服务质量通过调节作用弱化感知费用水平对稻农生产托管参与程度的抑制作用，且分别通过5%和10%显著性水平检验。据此，强化外部环境的刺激作用，发挥外部环境对价值感知的调节作用，增强稻农对托管服务的感知经济利益，弱化感知费用水平对提高其生产托管服务参与程度具有重要意义。

关键词: 价值感知, 外部环境, 稻农, 生产托管