从众心理对农户参与土地细碎化治理意愿的影响OACHSSCD

Conformity is essentially a rational psychological mechanism through w hich individuals reduce decision-making risks by observing trust-based factors such as institutional authority and social networks.Guiding conformity to enhance farmers'willingness to participate in governance constitutes a feasible pathway to resolve the collective cooperation dilemma in addressing land fragmentation.Based on the trust perspective and the theory of planned behavior,this study constructs a theoretical framework,and uses econometric models to analyze field survey data from 978 rural households in Anhui Province,examining the mechanism through which farmers'conformity influences their willingness to choose different governance models.The findings reveal that farmers'conformity to village officials,civil servant families,relatives,and neighbors significantly enhances their willingness to participate in land fragmentation governance,with substantial variations across different governance models.Additionally,individual and household characteristics such as gender,age,and whether the respondent is a village official,as well as farmland terrain features,exert significant heterogeneous impacts on farmers'participation willingness.These findings confirm both the effectiveness and heterogeneity of conformity in enhancing farmers'willingness to participate in governance.Therefore,it is crucial to fully respect farmers'trust psychological structure,build governance consensus through institutional authority,establish a differentiated governance mechanism of"authority guidance-social coordination,"thereby promoting the seamless integration of traditional governance resources with modern governance systems.