基于TAM的植保无人机农户持续使用意愿影响因素分析

Analysis of factors influencing farmers′ willingness to continue using plant protection UAV based on TAM

新兴农业技术的推广和应用很大程度受制于农户的持续使用意愿.植保无人机农户持续使用意愿模型以TAM为基础,融合扩展了当前农户应用新兴农业技术的外部环境和农户个体特征.为验证模型中各潜在变量间的假设关系,对模型的各潜在变量进行了测量设计,根据测量设计结果设计问卷,对陕西省使用了植保无人机的农户展开调研.对调研数据的实证分析表明:感知有用性、感知易用性、外部环境为植保无人机农户持续使用意愿的主要影响因素;感知有用性在感知易用性、外部环境对持续使用意愿的两条影响路径中同时存在中介效应,感知易用性在外部环境对持续使用意愿的影响路径中也存在中介效应;且文化水平对持续使用意愿起调节作用.

The spread and application of new agricultural technologies are largely subject to the continued willingness of farmers to use them.Based on TAM,the model of farmers′ willingness to continue using the plant protection UAV integrates and expands the external environment and individual characteristics of farmers in the current application of emerging agricultural technologies.In order to verify the hypothetical relationship among the potential variables in the model, the measurement design was carried out on the potential variables of the model.According to the results of the measurement design, a questionnaire was designed to investigate the farmers who used plant protection drones in Shaanxi Province.The empirical analysis of the survey data showed that the perceived usefulness, perceived ease of use and external environment were the main factors affecting farmers′ willingness to continue using UAVs.Perceived usefulness had a mediating effect on the two paths of perceived ease of use and external environment on the intention to continue using.Perceived ease of use also had a mediating effect on the path of external environment on the intention to continue using.The educational level had a moderating effect on the willingness to continue using.