Drivers of Vietnamese Rural Citizens’ Participation Intention in One Commune, One Product Program
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This study explores the factors influencing rural citizens' intentions to participate in the OCOP (One Commune, One Product) program by integrating the Theory of Planned Behavior (TPB) and Social Exchange Theory (SET). The research model includes five independent variables: Attitude toward the OCOP program, Social influence, Perceived benefits, Perceived responsibility, and Perceived government support. A quantitative method was employed, and data were collected via a printed questionnaire distributed to rural citizens with the support of local government officers. After removing incomplete responses, 384 valid cases were analyzed using SPSS 22 and SMARTPLS. The results reveal that all independent variables significantly and positively affect rural citizens' intention to participate. Perceived government support was found to have the strongest influence, while social influence had the weakest predictive power. The study offers valuable theoretical contributions by extending TPB with elements from SET and highlighting the importance of perceived responsibility in rural development contexts. Additionally, practical implications are provided for policymakers and program developers, emphasizing the need to improve public perceptions of the OCOP program, leverage social networks, and maintain visible government support. This study contributes to the understanding of how to encourage greater participation in rural development programs, offering insights that can enhance the long-term success of the OCOP program.
Abstract
This study explores the factors influencing rural citizens' intentions to participate in the OCOP (One Commune, One Product) program by integrating the Theory of Planned Behavior (TPB) and Social Exchange Theory (SET). The research model includes five independent variables: Attitude toward the OCOP program, Social influence, Perceived benefits, Perceived responsibility, and Perceived government support. A quantitative method was employed, and data were collected via a printed questionnaire distributed to rural citizens with the support of local government officers. After removing incomplete responses, 384 valid cases were analyzed using SPSS 22 and SMARTPLS. The results reveal that all independent variables significantly and positively affect rural citizens' intention to participate. Perceived government support was found to have the strongest influence, while social influence had the weakest predictive power. The study offers valuable theoretical contributions by extending TPB with elements from SET and highlighting the importance of perceived responsibility in rural development contexts. Additionally, practical implications are provided for policymakers and program developers, emphasizing the need to improve public perceptions of the OCOP program, leverage social networks, and maintain visible government support. This study contributes to the understanding of how to encourage greater participation in rural development programs, offering insights that can enhance the long-term success of the OCOP program.
참고문헌 (19)
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