互联网使用与南方稻农耕地质量保护技术采纳--信息搜寻和社会互动的双重视角

Internet use and southern rice farmers'adoption of farmland quality conservation technology--dual perspective from information search and social interaction

近年来极端气候事件频发和国际局势剧烈变化,加剧了我国人地矛盾对国家粮食安全的挑战,加强耕地保护迫在眉睫。而互联网信息技术快速普及成为推进耕地质量保护技术采纳的重要途径。基于有限理性假设和社会互动理论,揭示互联网使用对农户的耕地质量保护技术采纳并不是“万能药”:农户的在线农业信息搜寻显著促进了耕地质量保护技术采纳,但是在线社会互动削弱了在线农业信息搜寻的积极效应;且由于存在“回声室效应”,如果稻农是“非意见领袖”,则上述削弱作用更加明显。本研究为数字农业农村发展中的保护性农业生产技术的应用推广提供了启示。一方面政府应不断强化农村数字基础设施建设并优化农业技术信息的网络治理,以继续促进农户“自下而上”的农业信息获取对技术采纳的积极作用;另一方面,保护性技术的采纳是“科学性”和“本地性”相融合的过程,应进一步鼓励农技研发的本地化并提高农户的数字素养增强其数字信息甄别能力,以克服互联网和社会网络双重互动对技术采纳带来的消极影响。

In recent years,the frequent occurrence of extreme weather events and the drastic changes in the international situation have intensified the challenge of the contradiction between people and land to national food security.It is urgent to strengthen farmland protection.The rapid popularization of Internet information technology has become an important way to promote the adoption of farmland quality conservation technology.The innovation of this paper is that,based on the bounded rationality hy-pothesis and social interaction theory,it reveals that the use of Internet is not a panacea for farmers'adoption of Farmland Quality Conservation Technology.It finds farmers'online agricultural information search significantly promotes the adoption of Farmland Quality Conservation Technology,but online social interaction weakens the positive effect of online agricultural information search.And the above effect will be further weakened because of the"echo chamber effect"if rice farmers are"non-opinion lead-ers".This paper provides enlightenment for the application and promotion of conservation agriculture production technology in the rural development of digital agriculture.On the one hand,the government should continuously strengthen the construction of ru-ral digital infrastructure and optimize the network governance of agricultural technology information,so as to continue to promote the positive role of farmers'"bottom-up"agricultural information acquisition on technology adoption.On the other hand,the adop-tion of protective technology is a process of integrating"scientization"and"localization".The localization of agricultural technolo-gy research and development should be further encouraged and the digital literacy of farmers should be improved to enhance their digital information screening ability,so as to overcome the negative impact of the dual interaction of the Internet and social net-works on technology adoption.