Research On Farmers’ Participation In Mass Culturalactivities Based On The Theory Of Pianned Behavior

In 2023,the No.1 central document of the Central Committee of the Communist Party of China put forward suggestions on deepening the establishment of rural people’s spiritual civilization and supporting rural self run mass cultural activities.At present,China still has many difficulties in the supply of rural public culture,which leads to the lack of endogenous motivation for rural people to participate in cultural construction.Under the new situation,the main body of mass cultural activities is still the general public,and the willingness and behavior of rural residents to participate directly affect the development of mass cultural activities.In order to more effectively improve the current situation of rural residents’ participation in mass cultural activities,this paper conducted a field survey in 17 administrative villages in Heze City,Shandong Province,and obtained334 valid questionnaires.Based on the theory of planned behavior,and expanded through "cultural identity",this paper analyzed the factors affecting rural residents’ participation in mass cultural activities,By constructing a SEM model of the mechanism of farmers’ behavior in mass cultural activities,this paper empirically analyzes the role of rural residents’ participation cognition and behavioral willingness on their participation behavior,providing relevant basis for further strengthening the participation level and development of farmers’ mass cultural activities.The research conclusions show that,firstly,the theory of planned behavior is applicable to the analysis of influencing factors of farmers’ participation behavior in mass cultural activities,and the data and model are relatively suitable;Secondly,subjective norms,perceived behavior control and cultural identity that affect farmers’ participation in cognition have a positive impact on behavior response,and behavioral intentions and perceived behavior control have a positive impact on farmers’ behavioral intentions;Third,through the demography variable difference test,it is known that farmers with different educational backgrounds have significant differences in their attitudes towards behavior,which indicates that education has a greater impact on farmers’ participation in mass cultural activities.Therefore,based on the research conclusions,this article will propose the following countermeasures and suggestions: firstly,cultivate farmers’ subjective consciousness,enhance endogenous motivation,and enhance farmers’ awareness of activities;Secondly,strengthen support and guidance for mass cultural activities,enhance their attractiveness,and improve the construction of supporting systems.The third is to strengthen the construction of rural cultural ecology environment,re-establish the confidence of local culture,and enhance farmers’ cultural identity of activities.