Influences on Farmers' Potential Willingness to Live in Planned Communities—An Empirical Analysis Based on the Data of Four Pilot Counties in Henan Province

Taking the theory of reasoned action (TRA) as theoretical instrument and the structural equation modeling (SEM) as analytic framework, the author tries to make an empirical analysis of farmers' potential willingness to live in planned communities on the basis of data of four pilot counties (Puyang, Qixian, Gushi and Ruyang in Henan province) with 359 households. The findings are: Farmers' behavioral attitude and characteristic, subjective norm, household member comments and comments from households living in the planned communities are positive factors in shaping the potential willingness; The rural households' decision-making rationality to live in planned communities is still in the transition from rationality of survival to rationality of economy.