以计划行为理论模型为基础,构建规模农户参与农产品质量追溯行为的概念模型,借助河南、山东和湖北132家规模农户调查数据,运用结构方程实证分析影响规模农户参与农产品质量追溯行为的影响因素及其作用路径,据此阐释规模农户参与质量追溯的内在行为机理。研究结果表明,规模农户预期收益、参与成本和农产品质量改进意愿显著影响规模农户的行为态度,并通过行为态度显著正影响其参与意向和参与行为；规模农户感受来自政府、家人的群体规范以及同行之间竞争等压力显著影响其主观规范,进而对其参与意向和参与行为产生显著影响；规模农户自我能力认知、对政策的熟悉程度和风险认知水平显著影响其控制认知,并通过控制认知显著作用于参与意向和参与行为。本文聚焦于规模农户这一细分群体,并揭示了其参与产品质量追溯行为机理,本文研究结论有助于提高相关政策制定和实施的针对性。

Based on the Theory of Planned Behavior, Staking advantage of the survey data from Henan, Shandong and Hubei 132 scale farmers,constructing the theoretical model of the scale farmers" participation in product quality tracing,using structural equation method to empirically analyze the influencing factors and its effect on the scale of rural households" participation in agricultural product quality tracing,so we can solve the internal mechanism of the participation behavior of the scale farmers.The research results show that expected benefits, participation costs and future expectations of the scale farmers have more effect on the behavior and attitude of farmers and the behavior attitude has a significant influence on the participation intention and participation behavior；Scale farmers feel from the government and the family of the group norms, peer competitive pressure and other factors significantly effect their subjective norms,and then the influence of their participation intention and participation behavior；The cognition of scale farmers" self ability, familiarity with the policy and their own energy significantly affect their control, and through controlling the transmission of cognitive function in their intention and participation behavior.This paper focuses on the size of the sub groups of farmers,and the current research on the quality of the farmers involved in tracing the behavior of the deepening of its decision-making mechanism to explain the breakdown of the field.In this paper, the research work and the findings will provide reference value for the follow-up theory research and practice.

国家自然“生猪供应链组织模式与质量激励契约的匹配规律研究”(U1304706)；河南省高校社科创新人才资助计划“鲜活农产品供应链质量管理”(CXRC201410)；河南省社科重点研究基地物流研究中心资助(2015—JD-04)；河南工业大学青年骨干教师资助项目“供应链质量管理”(CXRC201408)。