Page 102 - Journal of Library Science in China 2020 Vol.46

FU Caiwu & WANG Wende / “Weak participation” in rural cultural benefiting project 101
and its reform strategy: A survey from 282 administrative villages in 21 provinces across the country

The theoretical model of rural residents’ approval of CBP shows that approval is the result
of the combined effect of cultural participation demand, alternative choice and satisfaction
evaluation, so the regression model of rural residents’ approval of CBP can be expressed as
follows.
νD+
R=β 0 + ∑ ∑ ∑ ωE Eq.1
μS+
In Eq.1, R represents rural residents’ approval of the CBP; S represents satisfaction evaluation;
D represents demand for cultural participation; E represents alternative choice; μ,ν,ω represent
the partial regression coefficients (i.e., the influence factors of non-reference categories in the
independent variables) of satisfaction evaluation, demand for cultural participation and alternative
choice, respectively.

2.3 Variable selection

According to the conceptual model of approval of rural CBP, the variables were selected from
three aspects: the quality of supply products (services) (including the quality of cultural activities,
level of service, venue and environment, and facilities and equipment), the socio-demographic
attributes of rural residents (including gender, age, occupation, education level and income) and the
external environment (mainly referring to the distance from administrative villages to urban areas),
as shown in Table 4.

3 Analysis of farmers’ approval and influencing factors

3.1 Approval dimension and evaluation

This paper describes rural residents’ approval of cultural projects in terms of four dimensions:
“opposition”, “neutrality”, “expectation”, and “support” (see Table 5). “Opposition” describes
those who do not need the project subjectively and are dissatisfied, meaning the project is “of
little use and no value to me”, and if they are satisfied, they are judged as “neutrality”, which
means that the project is “optional and has little to do with me”. For residents who subjectively
need the project, if they are not satisfied, they are judged as “expectation”, which means the
project is “useful, but needs an upgrade”, and if they are satisfied, they are judged as “support”,
which means the project is “beneficial, and hope that the construction will continue and be
strengthened”.