Research On Influencing Factors Of Family Farm Financing Behavior From Theory Of Planned Behavior

Cultivating and expanding new types of agricultural business entities such as family farms is conducive to promoting the organic connection between small farmers and the development of modern agriculture,and accelerating the process of agricultural modernization.Compared with traditional farmers,family farms operate on a larger scale,and relying on their own endogenous accumulation cannot meet their sustainable operations,and need to borrow funds from external channels to maintain operations.In fact,it is difficult for farmers to obtain loan support from financial institutions even if they have strong capital needs.On the one hand,it may be due to the defects of the internal conditions of family farms,and on the other hand,there may be constraints in the external financing environment,which seriously hinder farmers.The generation of financing behavior restricts the sustainable development of family farms.Therefore,it is particularly important to discuss the financing behavior of family farms in depth,which can not only solve the dilemma of financing behaviors of family farms,but also provide a useful reference for the policy documents on family farm financing in the future.In this context,based on the theory of planned behavior,this paper takes 332 family farms in Hunan Province in 2021 as a sample,conducts questionnaire surveys and online and offline interviews,and uses analytical tools such as SPSS22.0 and AMOS22.0 to comprehensively describe the application.The data were processed and analyzed using statistical methods,structural equation modeling,etc.In terms of behavioral attitudes,subjective norms,perceived behavioral control,and the influence mechanism of financing willingness and financing behavior,this paper explores the influencing factors of family farm financing behavior and the internal mechanism of financing willingness and behavior.Attitude,subjective norm,and perceived behavioral control determine the farmer’s financing willingness,and the farmer’s financing willingness,behavioral attitude,and perceived behavioral control determine the farmer’s financing behavior.There is a significant mediating effect on the financing behavior.Among them,behavioral attitude,subjective norm and perceived behavioral control have a significant positive impact on financing willingness,and further affect financing behavior;financing willingness,behavioral attitude and perceived behavioral control directly affect financing behavior and have a significant positive effect on it.However,the direct effect of subjective norm on financing behavior is not significant.According to the specific results and combined with the analysis of the financing environment of family farms in Hunan Province,suggestions are put forward,including:improving the comprehensive quality of family farmers and improving the internal management system;improving the financial awareness of family farmers and creating a good credit image;creating family farm clusters and forming cooperative financial institutions system;optimize the credit management system,simplify the application procedures for financial institutions;innovate the characteristics of "agriculture,rural areas and farmers" service of financial institutions and increase the supply of credit resources;develop diversified commercial finance and establish financial institutions in the new era;improve the institutional system for the construction and development of family farms,Strengthen the management of family farms;increase agricultural policy financial support to optimize the financing environment for family farms;implement targeted subsidy policies to stimulate the endogenous power of family farms.