社会网络对农户社会化服务购买行为的影响机理研究——行为技巧的中介效应和信息素养的调节效应

Influence mechanism of social network on farmers’behavior of purchasingsocialized services

文中基于甘肃省795份小麦种植户的调查数据,以行为技巧为中介变量、信息素养为调节变量,探索社会网络对农户社会化服务购买行为的影响机理。结果表明:1)社会网络正向影响农户整体社会化服务购买行为。2)相较于技术密集型社会化服务,农户购买劳动密集型社会化服务的比例更高。3)社会网络既可直接影响农户劳动密集型社会化服务购买行为,也可通过行为技巧间接影响该行为;社会网络对农户技术密集型社会化服务购买行为的直接影响不显著,但能通过行为技巧间接影响该行为。4)信息素养正向调节“社会网络-农户劳动密集型社会化服务购买行为”和“社会网络-农户技术密集型社会化服务购买行为”关系。由此,应引导农户建立社会关系网络,鼓励农户参与政府相关培训项目,提升农户信息素养水平,从而促使农户购买社会化服务。

Based on the survey data of 795 wheat growers in Gansu province,taking behavior skill as the intermediary variable and information literacy as the regulating variable,we explored the influence mechanism of social network on farmers’behavior of purchasing socialized services.The results show that:1)Social network has a positive impact on farmers’overall social service purchasing behavior.2)Farmers are willing to purchasing more labor-intensive socialized services than technology intensive socialized services.3)Social network can not only directly affect farmers’behavior of purchasing labor-intensive socialized services,but also indirectly affect such behavior through behavioral skill.Although the social network cannot directly affect the farmers’behavior of purchasing technology intensive socialized services,but it can directly affect the behavior through behavioral skill.4)Information literacy positively regulates the relationship between"social network-farmers’behavior of purchasing labor-intensive socialized services"and"social network-farmers’purchasing behavior of technology intensive socialized services".Therefore,we should guide farmers to establish social relationship networks,encourage farmers to participate in relevant government training programs,and improve farmers’information literacy level,so as to promote farmers to buy social services.