农户农业新技术采纳行为的影响机理分析——基于公众情境理论

Analysis on the mechanism of farmers' adoption of new agricultural technology——Based on public situation theory

文中基于福建省2县11个乡镇240份样本农户的调查数据,运用公众情境理论,采用结构方程模型(SEM)实证分析了农业新技术采纳的影响机理。研究表明:农业资讯的畅通性和技术获取的难易度是农户农业新技术采纳行为的关键因素,不仅会直接影响到农户技术采纳行为,还会通过认知产生间接效应;农推机构分别经由涉入认知和技术扩散影响技术采纳行为;基础设施建设情况对新技术采纳行为产生直接影响;技术更新成本只能通过认知影响技术采纳行为;惠农政策和市场环境对新技术采纳行为影响不显著。此外,技术扩散也是影响技术采纳的重要因素。

Based on the public situation theory,we applied the structural equation model（ SEM） to explore the mechanism of the adoption of new agricultural technologies by analyzing the survey data of 240 sample farmers in11 townships of 2 counties in Fujian Province. The results show that the accessibility of agricultural information and the difficulty of obtaining technology are the key factors for farmers＇ new agriculture technology adoption,and they also not only affect the behavior of farmers＇ technology adoption directly,but also generate indirect effects through cognition. Agricultural technology extension agencies influence the behavior of technology adoption through affecting the involving cognition and technical diffusion of technology. Infrastructure construction has a direct impact on the adoption of technology. The costs of technology update impacts the behavior of technology adoption only through cognition. The impact of preferential agricultural policies and market environment on technology adoption is not significant. In addition,the technology diffusion is also an important factor that affects the technology adoption.