农户清洁取暖采纳意愿的影响因素分析——基于汾渭平原微观调查数据

Analysis on factors influencing farmer’s willingness to adopt clean heating

农户作为"煤改气、电"终端实施者,分析其清洁取暖采纳意愿影响机理,对揭示"双替代"政策指向预期效应具有重要意义。文中同时引入经济因素和心理因素,利用汾渭平原农户微观调查数据,分析了收入水平、感知价值对农户清洁取暖采纳意愿的影响,考察了感知价值在收入水平和农户清洁取暖采纳意愿关系间发挥的中介作用,结果表明:1)农户清洁取暖采纳意愿受收入水平和感知价值的综合影响。在控制其他变量不变的情况下,收入水平和感知价值各维度对采纳意愿的影响程度顺序为:得失权衡>感知利失>感知利得>收入水平。2)农户清洁取暖采纳行为意愿遵循"经济状况差异-感知价值差异-采纳意愿差异"的逻辑,感知价值在农户收入水平对清洁取暖采纳意愿的影响关系间发挥部分中介作用,其中感知利得中介占比为35.21%,感知利失中介占比为50.21%,得失权衡中介占比为54.94%。

As the terminal implementers of "coal to gas or electricity", it is of great significance to analyze the impact mechanism of farmers’ willingness to adopt clean heating to reveal the expected effect of "double substitution" policy. In this paper, economic and psychological factors were introduced at the same time. Based on the micro survey data of farmers in Fen-Wei plain, the influence of income level and perceived value on farmers’ willingness to adopt clean heating was analyzed, and the mediating role of perceived value in the relationship between income level and farmers’ willingness to adopt clean heating was investigated. The results show that: Firstly, farmers’ willingness to adopt clean heating was affected by comprehensive influence of income level and perceived values. Under the control of other variables, the order of the influence of income level and perceived values on adoption intention is: gain and loss balance > perceived gain and loss > perceived gain > income level. Secondly, farmers’ willingness to adopt clean heating follows the logic of "difference in economic status-difference in perceived value-difference in willingness to adopt". Perceived value plays a partial mediating role in the relationship between farmers’ income level and willingness to adopt clean heating, in which the proportion of perceived gain is 35.21%, the proportion of perceived gain loss is 50.21%, and the proportion of gain loss tradeoff is 54.94%.