基于TAM分析小麦新品种扩散过程中种粮大户采纳意愿

Analysis of large grain production households adopting willingness in the new wheat varieties diffusion process based on technology acceptance model(TAM)

基于198份河南滑县种粮大户调研数据,以技术接受模型(TAM)为理论基础,运用结构方程模型(SEM)对种粮大户小麦新品种采纳意愿进行实证研究。结果发现,技术特征、生产特征、外部环境既可以对种粮大户采纳意愿产生直接正向影响,也可以通过内部信念变量感知有用性、感知易用性对采纳意愿产生间接影响,但感知易用性对采纳意愿的正向影响并不显著,生产特征通过感知易用性间接影响采纳意愿的效果不明显。研究变量对采纳意愿的总效应由大到小分别为:外部环境0.288、感知有用性0.263、技术特征0.259、生产特征0.215、感知易用性0.055。

Based on the data of 198 large grain production households in Huaxian County,Henan Province,taking technical acceptance model(TAM)as the theoretical basis,the structural equation model(SEM)was used to empirically study the willingness of large grain production households to adopt new wheat varieties.The research results show that technical characteristics,production characteristics,and external environment can have a direct positive impact on the willingness of large grain production households,and can also have an indirect impact on their willingness to adopt through internal belief variables like the perceived usefulness and the perceived ease of use,but the positive impact of the perceived ease of use on the willingness to adopt is not significant,and the indirect effect of production characteristics on the willingness to adopt through perceived ease of use is not obvious.The overall effects of research variables on the willingness to adopt are from high to low as follows:external environment 0.288,perceived usefulness 0.263,technical characteristics 0.259,production characteristics 0.215,and perceived ease of use 0.055.