| Under the background of agricultural modernization,socialization of agriculture is an important way to realize our agricultural production transformation and improve agricultural production efficiency.At present,China’s agricultural socialized service system is still in the primary stage,As the mainstay of agricultural production and management.the adoption degree of agricultural socialized service is an important reflection of its development degree.It is urgent to analyze factors affecting the adoption of agricultural socialized service from the perspective of farmers,adjust the development direction of the social service system.We should increase the rate of social service adoption and improve the service effect of farmers,and accelerate the organic connection between farmers and modern agriculture.At present,the proportion of rural surplus labor in non-agricultural employment is large,and agricultural socialization service can become an effective supplement for non-agricultural employment groups to balance agricultural production.According to the theory of planned behavior,farmers’ behavior is closely related to individual cognition,and non-agricultural employment will inevitably lead to changes in household income structure,agricultural production mode and farmers’ cognition.Based on this,this paper reviews the research results on the adoption of agricultural social services at home and abroad,constructs a theoretical model of non-agricultural employment--peasant household behavior,uses the research group’s research data in rural areas of Henan Province,a major grain producing area in 2020,and adopts the ordered Probit model to explore the direction of the influence of non-agricultural employment on the adoption of agricultural social services.The influence mechanism of farmers’ cognition on the adoption of agricultural socialized services by non-agricultural employment was analyzed,and the endogeneity problem was dealt with by the CMP model.The research results are as follows:(1)The increase of household non-agricultural income will promote the adoption of socialized agricultural services.Without considering other conditions,the higher the proportion of non-agricultural income,the more service links adopted by farmers.(2)Nonagricultural employment will affect farmers’ cognition of agricultural socialized services.Among them,the increase of non-agricultural income can enhance farmers’ cognition of usability and usefulness of services,and reduce their cognition of risk.(3)There is a mediating effect of farmer household cognition on the influence of non-farm employment on the adoption of agricultural social services,which can be divided into three ways.Non-farm employment promotes the adoption of agricultural social services by improving the cognition of usability and usefulness and reducing the cognition of risk.(4)Resource endowment such as household head’s age,education level and land management scale will promote the adoption of agricultural socialized services.Service subjects such as whether the price of agricultural socialized services is reasonable and whether the quality is qualified will also directly affect the adoption intention and behavior of farmers.Therefore,in addition to considering the labor force composition and purchasing ability of farmers,It is also very important to improve the service level of agricultural socialized subjects.Countermeasures and suggestions are put forward according to the above research contents:(1)Guide the cross-regional development of agricultural socialized service organizations and promote service standardization and comprehensive.(2)Support nonagricultural employment and the cultivation of professional farmers at the same time,to increase the income of rural households.(3)Strengthen the publicity and promotion of agricultural socialized services,improve the cognition and adoption willingness of farmers.(4)Accelerate the process of land transfer and reduce the cost of adopting socialized agricultural services. |
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