共享农庄标准化建设意愿及其影响因素分析

摘要：

【目的】共享农庄作为农业现代化与乡村文旅融合的新兴业态，整合闲置农房、土地等资源可有效促进农村产业融合，旨在结合共享经济理论与计划行为理论基础，分析苏州共享农庄经营者参与标准化建设的决策机制及影响因素。【方法】通过问卷调查法，对258份有效问卷进行信效度分析、相关分析和回归分析。【结果】经营者态度标准化建设意向影响最大，主观规范与知觉行为控制亦有显著正向作用，不同年龄的参与意愿存在显著差异，而性别、受教育水平、经营年限无显著影响。【结论】提出应深化标准认知培育、构建激励机制及完善配套措施等建议，以提升经营者参与积极性。

Abstract:

[Objective] As an emerging model that integrates agricultural modernization with rural cultural tourism, shared farms boost rural industrial integration by utilizing idle resources such as farmhouses and land. Grounded in the sharing economy theory and the theory of planned behavior, this study aims to analyze the decision-making mechanism and influencing factors for shared farm operators in Suzhou City regarding their participation in standardization. [Methods] Based on 258 valid questionnaires, reliability, validity, correlation, and regression analyses were conducted. [Results] The results indicate that operators' attitudes exert the strongest influence on their intention to participate in standardization. Subjective norms and perceived behavioral control also have significant positive effects. While a significant correlation exists between age and participation willingness, factors such as gender, education level, and business duration show no significant impact. [Conclusion] Accordingly, this paper proposes enhancing awareness of standards, establishing incentive mechanisms, and improving supporting measures to increase operators' participation willingness.

引用格式：徐佳佳,缪晓琴.共享农庄标准化建设意愿及其影响因素分析[J].标准科学,2025(11):89-95.

基金项目：本文受中国标准化协会2024年服务贸易标准化科研课题“标准联盟对中国纺织服装出口贸易的影响研究”（项目编号：FMBZH-2406）；2024年度中国物流学会、中国物流与采购联合会研究课题“基于GB/T 24359—2021《第三方物流服务质量及测评》的第三方物流供应商选择研究”（项目编号：2024CSLKT3-058）；2024年度中国商业经济学会规划课题“高校就业指导服务机构标准化建设研究”（项目编号：20252220）资助。 

作者简介：徐佳佳，本科生，标准化专员，研究方向为服务标准化。缪晓琴，通信作者，硕士研究生，讲师，研究方向为企业标准化、服务标准化。