社会网络数字化、信息能力对农户绿色防控技术采纳行为的影响

The influence of social network digitization and information capability on farmers'adoption of green prevention and control technology

现代通讯技术推动了农村信息化发展,农民社会网络受信息技术影响由现实互动向线上交流扩展,呈现出数字化新态势。基于冀晋两省1302份梨种植户调查数据,运用探索性因子分析、Ordered Logit模型和中介效应模型构建并检验社会网络数字化、信息能力对农户绿色防控技术采纳的分析框架和影响机制。研究发现:1)样本区农户绿色防控技术采纳水平偏低,采纳一种以上技术农户仅占37.3%。2)社会网络数字化促进了绿色防控技术采纳,且线下同质性网络强于线上异质性网络。3)社会网络数字化通过提升农户信息能力这一中介影响绿色防控技术采纳。4)社会网络数字化对绿色防控子技术采纳均有促进作用,影响大小因技术性质而异。因此,应推动农户社会网络数字化转型,不断提升农户信息能力,以推进绿色防控的实践,实现农业生产绿色发展。

Modern communication technology has promoted the development of rural informatization,and farmers'social network has expanded from real interaction to online communication under the influence of information technology,showing a new trend of digitalization.Based on the survey of 1302 pear growers in Hebei and Shanxi provinces,exploratory factor analysis,Ordered Logit model and mediation effect model were used to construct and test the analysis framework and influence mechanism of social network digitization and information ability on farmers'adoption of green prevention and control technology.The results show that:1)The adoption level of green prevention and control technology among farmers in the sample area is low,and only 37.3%of the farmers adopt more than one technology.2)Digitization of social networks promotes the adoption of green prevention and control technologies,and offline homogeneous networks are stronger than online heterogeneous networks.3)Social network digitization affects the adoption of green prevention and control technologies through the intermediary of improving farmers'information ability.4)digitization of social network promotes the adoption of green prevention and control technology,and the influence is different with the nature of the technology.Therefore,it is necessary to promote the digital transformation of farmers'social network and constantly improve their information ability,to promote the practice of green prevention and control and realize the green development of agricultural production.