Effect of SEM - based cotton target price system on the production behavior of farmers--Taking 290 Farmers' questionnaires in Northern Xinjiang as an Example

【Objective】 It is of certain significance to study the impact of the cotton target price system on the production behavior of cotton farmers. 【Method】 In this paper, based on the theory of planned behavior (TPB), in the northern xinjiangonce during ChangJi,TaCheng,BoZhou 3 area, after the five main ChanMian county (city) 10 township (town) of 290 peasant household survey data as sample, using structural equation model (SEM) analysis of cotton price target system since the implementation of the influence factors of farmers planting behavior change. 【Result】 Survey sample data is 0.948; The non-standardized factor loading of all the observed variables in the model are positive and significant.; Standardized factor loading are greater than 0.6, composite reliability (CR) greater than 0.7, convergent validity(AVE) greater than 0.5; overall fitness are better;Mediating effects of behavior Intentiond in the different paths is significant, its the mediating effect is 0.074,0.139 and 0.142. 【Conclusion】 The research shows that there is a significant positive correlation between farmers' behavioral intention to plant cotton and their production behavior. There was a significant positive correlation between farmers' behavioral attitude, subjective norms and perceived behavioral control of farmers and their behavioral intention, which also had a significant direct impact on the production behavior of cotton farmers, among which the perceived behavioral control of farmers had the largest impact on the behavioral intention and production behavior of cotton farmers in northern xinjiang.