Research On Factors Influencing Behavior Of College's Knowledge Transfer To Rural

With the rapid development of knowledge economy in twenty-first century,the development of rural agriculture has put forward new requirements for knowledge in China.In this stage,the rural reform is deepening,the application of science and technology is constantly increasing,and the agricultural production level of farmers is improving.As creators and disseminators of knowledge,colleges transfer their knowledge to rural economic organization through cooperation,personnel exchanges,patent products trading,education and training,has become the inevitable choice to promote the development of China's rural agriculture in the new period.However,because of the limitation of the college's educational philosophy and their own conditions,the weak relations between the college and the rural,government policy environment and the properties of knowledge,which lead to the willingness and behavior of knowledge transfer from college to rural economic organization is not strong and smooth.So,find out the factors that affect the willingness and behavior of knowledge transfer to rural areas,and then improve the willingness and facilitate the behavior is a practical problem that needs to be studied and solved,which is also the research point of the paper.The purpose of the paper is to study the knowledge transfer between colleges and rural economic organizations,and explore the influencing factors of the willingness of colleges transfer their knowledge to rural economic organization.The main contents are as follows:(1)Based on literature review and theoretical analysis,we find two problems:the poor explanation of the relationship between attitude,subjective norm,perceived behavioral control and the willingness of knowledge transfer,the distance between the willingness and behavior,so we add the influence factors about knowledge transfer context to construct the paper's theoretical model with classical planning behavior model.(2)On the basis of the existing maturity scale,the paper develops a scale measuring knowledge transfer psychological characteristics,organizational comparison situation,knowledge transfer willingness and behavior,tacit knowledge and policy support.After the questionnaire was designed,the survey and interviews were conducted with qualified college teachers and researchers.(3)We use SPSS and AMOS software to deal with the survey data to verify the theoretical model proposed in the paper,including: reliability analysis,validity analysis,direct effect test,mediator effect test and adjustment effect test.And discuss the empirical results.(4)The paper discusses the strategies of improving the willingness and behavior of knowledge transfer from the two aspects of colleges and government based on the conclusions of the empirical investigation.Through analyzing the empirical results,the main conclusions of the paper are as follows:(1)Willingness of knowledge transfer between colleges and rural economic organization is different with the gender and professional title of college's researchers.(2)The factors that influence the willingness of knowledge transfer include psychological factors and organizational context factors.There is a significant positive correlation between colleges researchers' attitude,subjective norm,perceived behavioral control,trust,relationship strength and knowledge transfer willingness.(3)The willingness of knowledge transfer has a positive impact on knowledge transfer behavior,and the policy support has a moderating effect on this effect.That is,the stronger the policy support,the more significant the relationship between knowledge transfer willingness and knowledge transfer behavior.In addition,the tacit knowledge has no significant effect on the path between willingness and behavior.Based on the above conclusions,the paper gives specific measures to promote the colleges' knowledge transfer behavior from the aspect of college and government.For the colleges,they should diversify their income from knowledge transfer,establish an effective incentive mechanism and control all of the process of knowledge transfer.For the government they should improve the pertinence and comprehensiveness of policy support.