家庭农场绿色防控技术采纳行为研究

Research on adoption behavior of green control techniques by family farms

家庭农场技术采纳行为应由信息获取、采纳意愿和采纳程度三个递进的阶段组成。基于黄淮海平原五省676户家庭农场的调研数据,结合双变量Probit模型和线性回归模型,关注了解与非了解、意愿与非意愿的样本选择问题,探究家庭农场绿色防控技术采纳行为的影响因素。估计结果表明:(1)与乡邻交流频率、农技部门推广力度、媒体宣传力度以及农场主的性别、受教育和风险偏好程度对信息获取水平具有显著影响;(2)技术感知易用性和有用性、劳动力数量、农技部门推广力度以及农场主受教育和风险偏好程度对采纳意愿产生显著正向影响;(3)技术感知易用性和有用性、资金状况、媒体宣传力度、农技部门推广力度和农场主受教育程度对采纳程度具有显著的积极影响,与乡邻交流频率以及农场主的性别和风险偏好程度对采纳程度产生显著负向影响。

Technique adoption behavior by family farms comprises three stages of progressive relation： information collection, adoption willingness, and adoption intensity. In order to explore the factors influencing the adoption of green control techniques by family farms, we focused on the following sample selection problems： understanding （or not） and willingness （or not）. This study used bivariate probit and regression linear modeling based on field survey data from 676 family farms in five provinces spanning the Huang-Huai-Hai Plain in China. We found that the frequency of neighbor communication, strength of extension of agricultural technique sector, strength of media publicity, farmer gender, education of farmers, and degree of risk preference of farmers each influence green control technique information collection. The perceived ease of use and perceived usefulness by farmers about green control techniques, number of laborers, strength of extension of agricultural technique sector, education of farmers, and degree of risk preference positively influence the adoption willingness of green control techniques. The perceived ease of use and perceived usefulness by farmers about green control techniques, fund status, strength of media publicity, strength of extension of agricultural technique sector, and education of farmers positively influences the adoption intensity of green control techniques. The frequency of neighbor communion, gender of farmers, and the degree of risk preference of farmers negatively influences the adoption intensity of green control techniques.