社会网络嵌入对农户绿色防控技术采用的影响——基于技术认知的中介效应

Impact of social network embeddedness on the adoption of green control technologies by farmers:Mediating effects based on technology perception

分析不同社会网络嵌入对农户绿色防控技术采用的影响及其作用机制,可为政府完善绿色农业技术推广政策提供决策参考。本文利用河南、陕西和甘肃790份苹果种植户微观调查数据,运用社会网络分析方法构建农户村域社会网络矩阵,基于关系嵌入和结构嵌入,探讨何种社会网络嵌入影响农户绿色防控技术采用及其作用机制。结果发现:(1)关系嵌入能显著提高农户采用绿色防控技术的可能性,结构嵌入的影响效应不显著。在控制其他因素的情况下,农户关系嵌入每增加一个单位,采用绿色防控技术的概率将提高13.5%~31.4%。(2)机制分析表明,关系嵌入通过增强农户技术认知广度和深度促进其采用绿色防控技术,结构嵌入对农户绿色防控技术采用的影响受到示范效应的调节,表现为结构嵌入仅对高示范效应组的农户绿色防控技术采用具有显著的正向影响,对低示范效应组的农户影响不显著。根据研究结论本文提出,政府应注重农户所嵌入的社会网络在绿色防控技术扩散中的媒介作用,加强农户互动水平,强化种植大户和家庭农场主的示范带动作用,加快实现农业绿色转型。

The analysis of the influence of different social network embeddedness on the adoption of green control technologies by farmers and its mechanism can provide a reference for the government to improve the policy of green agricultural technology promotion.In this study,the survey data of 790 apple farmers in Henan,Shaanxi,and Gansu Provinces were used to construct a social network matrix of farmers’village-level social networks using social network analysis methods.The results show that:(1)Relational embeddedness significantly increased the likelihood of farmers adopting green control technologies,while the effect of structural embeddedness was not significant.(2)The mechanism analysis showed that relational embeddedness promoted farmers’adoption of green control technologies by enhancing the breadth and depth of their technology knowledge and the effect of structural embeddedness on farmers’adoption of green control technologies was moderated by the demonstration effect,indicating that structural embeddedness only had a significant positive effect on the adoption of green control technologies by farmers in the high demonstration effect group,but not in the low demonstration effect group.Based on the findings of the study,we recommend that the government should focus on the role of the social network embeddedness of farmers as a mediator in the diffusion of green control technologies,strengthen the level of farmer interaction,and enhance the demonstration role of large farmers and family farmers to accelerate the green transition of agriculture.