农户资源节约型技术采纳行为研究—基于内生驱动与外部情境双重视角

Research on the farmers’resource conservation technology adoption behavior:Dual perspectives of endogenous drive and external situation

基于计划行为理论、感知价值理论和情景因素理论,在构建“外部情境因素-内生驱动因素-农户资源节约型技术采纳意愿-采纳行为”理论模型的基础上,以内蒙古自治区635个农户作为样本,利用结构方程模型,研究了内生驱动因素对农户资源节约型技术采纳意愿以及意愿向采纳行为转化的直接和间接效果,并识别外部情景因素的调节作用。结果表明:1)行为态度、主观规范、知觉行为控制和感知价值等内生驱动因素显著影响农户的资源节约型技术采纳意愿,并通过采纳意愿间接作用于采纳行为;就测量指标而言,水土资源保护认知、他人采用成功示范、自我效能实现、种植收入增长感知是主要驱动力。2)从总效应看,采纳意愿影响程度最大,但并不完全解释采纳行为;主观规范和行为态度次之;知觉行为控制和感知价值效果相对较小。3)外部情境在内生驱动因素对采纳意愿影响之间具有显著的正向调节效应,采纳行为是内生驱动与外部情境综合作用的结果。根据研究结果,文中提出促进农户资源节约型技术采纳的对策建议。

Based on the planned behavior theory,perceived value theory and situational factor theory,this study aims to construct a theoretical model named"external situational factors-endogenous driving factors-farmers'willingness to adopt resource conservation technology-adoption behavior".The research sample consists of 635 farmers from the Inner Mongolia Autonomous Region.Utilizing structural equation model,the study examines the direct and indirect effects of endogenous driving factors on farmers'willingness to adopt resource conservation technology,as well as the conversion from willingness to behavior.Furthermore,it identifies the regulatory role of external situational factors.The findings indicate the following:1)Behavior attitude,subjective norms,perceived behavior control and perceived value significantly affect farmers'willingness to adopt resource conservation technology,and indirectly affect the adoption behavior through the willingness.In terms of measurement indicators,the main driving forces are the awareness of water and soil resources protection,successful adoption demonstrations by others,the realization of self-efficacy,and the perception of increased planting income.2)From the perspective of the overall effect,the willingness to adopt exerts the greatest impact,but it does not fully explain the adoption behavior.Subjective norms and attitudes take the second place,while perceived behavior control and perceived value have relatively smaller effects.3)The external situation has a significant positive regulatory effect between the endogenous driving factors and the influence of the adoption intention.The adoption behavior is the result of the combined effect of endogenous drive and external context.According to the research results,countermeasures and suggestions are proposed to promote farmers'adoption of resource conservation technology.