Research On The Deviation Between The Willingness And Behaviors Of Grassroots Agricultural Technicians To Value Added Payment Service

As the "last mile" of the agricultural extension system,the grassroots agricultural extension system plays a central role in ensuring national food security and the effective supply of major agricultural products,improving the quality of agricultural products,optimising agricultural ecological safety and other technical services.Jiangxi Province has achieved certain results in 2020 by carrying out pilot work on the reform and innovation of the grassroots agricultural extension system in five counties(cities),actively exploring the establishment of a mechanism for the integrated development of public welfare extension and business services and value-added agricultural extension services.Through questionnaire surveys and statistical analysis,it is found that there is a general discrepancy between the willingness of grass-roots agricultural technicians to provide value-added paid services and their actual behavior.In this paper,433 samples from the pilot counties(cities)were studied and analysed.Based on the theory of planned behaviour,multivariate logistic models and principal component analysis were applied to further explore the current situation and possible reasons for this paradox.The results show that:(1)(1)There are large deviations in the willingness and behavior of grass-roots agricultural technicians to receive remuneration for value-added services.Grass-roots agricultural technicians are generally willing to participate in value-added service remuneration,and they like and expect it better,but they lack specific plans and are not willing to invest enough,with a participation rate of only 11.8% and a deviation rate of66.7%.(2)There are differences in the correlation and deviation between the willingness and behavior of grassroots agricultural technicians to be paid for value-added services by different groups of characteristics.Men are more willing to participate in value-added services than women;having participated in technical training makes grass-roots agricultural technicians more confident in participating in value-added services;the willingness and behavior of agricultural technicians with 20-30 years of service are more consistent;agricultural technicians with higher income are more willing to participate in value-added services and have stronger behavior.(3)The deviation of the willingness and behavior of grass-roots agricultural technicians to receive rewards for value-added services is in line with the logic of the theory of planned behavior.Most of the grassroots agricultural technicians think that it is difficult to make profits and increase efficiency by participating in value-added services,and they are worried about the current implementation of local policies and future changes.(4)For grassroots agricultural technicians who have participated in technical training,the introduction of local policies has a significant effect on the behavioral deviation of willingness to pay for value-added services,and the introduction of local policies is conducive to the active participation of grassroots agricultural technicians in paying for value-added services;if they have better financial and time conditions to support their participation in value-added activities,they will participate more actively in value-added services.Finally,this paper proposes suggestions to address this problem in order to improve the motivation and efficiency of grassroots agricultural technicians,including actively fostering their attitudes towards value-added service payment,improving their perceived behavioral control over value-added service payment,strengthening their subjective norms of value-added service payment,enhancing the credibility of local governments,and encouraging their participation in value-added service payment.