农户劳动节约型技术采纳意愿及影响因素研究

Peasant Households' Adoption Willingness of Labor-saving Technology and Its Influencing Factors

以湖北省农户微观调查数据为依据,基于技术接受模型分析框架,借助Bootstrap自抽样的结构方程模型对农户劳动节约型技术采纳意愿及影响因素进行了实证研究。结果表明:感知有用性和感知易用性是影响农户对劳动节约型技术采纳意愿的关键因素;社会影响对农户劳动节约型技术采纳意愿具有显著的正向影响,即在农村社会网络中,充分发挥意见领袖在劳动节约型技术推广过程中的示范作用能起到事半功倍的效果;采纳条件不仅可以直接影响农户对劳动节约型技术的采纳意愿,还能通过感知有用性和感知易用性的中介作用间接影响农户的采纳意愿。

Based on the micro survey data of peasant households in Hubei province,this paper makes an empirical study on peasant households' adoption willingness of labor-saving technology and its possible influencing factors by using Bootstrap structural equation model(SEM)in the analytical framework of technology acceptance model(TAM).The result shows that in the study of peasant households' adoption willingness of labor-saving technology,it is reasonable and applicable to construct a structural equation model from the aspect of psychological mechanism based on technology acceptance model.Perceived usefulness(PU)and perceived easy of use(PEOU)are the key factors influencing peasant households' adoption willingness of labor-saving technology.Social influence has positive effects on peasant households' adoption willingness of labor-saving technology.In other words,making full use of opinion leaders as role models in labor-saving technical promotion progress will get twice the result with half the effort.Conditions of adoption exert not only merely direct influence on peasant households' adoption willingness of labor-saving technology,but alsoindirect influence through the mediation effect of perceived usefulness(PU)and perceived easy of use(PEOU).