基于UTAUT模型的农户保护性耕作技术采纳意愿研究

Farmers’Willingness to Adopt Conservation Tillage Technology Based on UTAUT Model

基于整合型科技接受理论揭示农户保护性耕作技术采纳意愿影响因素及其规律,为保护性耕作技术的推广路径提供参考依据,促进耕地的可持续利用,从绩效期望、努力期望、社会影响、便利条件和自身禀赋5个维度构建农户采纳保护性耕作技术影响因素模型,运用Logistic-ISM模型,深入分析农户保护性耕作技术采纳意愿的影响因素及其层次关系与影响路径。结果表明:Logistic回归分析表明,技术获取、政策认知和耕地保护意愿因素显著影响农户保护性耕作技术采纳意愿;ISM解释结构模型表明,社会阶层、技术认知期望和农户互助是表层直接因素;政策认知、责任意识、耕地保护意愿、技术获取、经济价值期望和生态价值期望属于中层间接因素;学历水平和年龄属于深层根源因素。由此提出:政府应重视农村文化教育,提高农技培训质量;响应新媒体时代号召,丰富新技术宣传渠道;发挥领导组织示范作用,形成有效农业技术推广网络。

Based on the integrated science and technology acceptance theory,this paper reveals the influencing factors and laws of farmers’willingness to adopt conservation tillage technology,provides a reference for the promotion path of conservation tillage technology,and promotes the sustainable use of cultivated land.The influencing factors model of farmers’adoption of conservation tillage technology is constructed from five dimensions,and the Logistic-ISM model is used to analyze the influencing factors of farmers’adoption intention of conservation tillage technology,its hierarchical relationship and influencing path.Logistic regression analysis showed that technology acquisition,policy cognition and willingness to protect cultivated land significantly affected farmers’willingness to adopt conservation tillage technology.ISM interpretive structure model shows that social stratum,technology cognitive expectation and farmers’mutual assistance are the direct factors on the surface;policy cognition,sense of responsibility,willingness to protect cultivated land,technology acquisition,economic value expectation and ecological value expectation belong to middle-level indirect factors;educational level and age are deep root factors.Therefore,the government should attach importance to rural cultural education and improve the quality of agricultural technology training;respond to the call of the new media era and enrich publicity channels;give play to the exemplary role of leading organizations and form an agricultural technology extension network.