技术采纳视角下农户高油酸花生品种选择行为研究--基于河南8个主产县区的调查数据

Research on Farmers'Selection Behavior of High Oleic Acid Peanut Varieties from the Perspective of Technology Adoption——Based on Survey Data from Eight Main Producing Counties and Districts in Henan Province

在农业供给侧结构性改革的大背景下,国家和各花生主产区都大力支持高油酸花生品种的选育和推广,对于保障国民经济的发展和国家粮油安全具有重要意义。运用UTAUT理论构建对河南省农户高油酸花生品种选择行为理论模型,系统研究影响农户高油酸花生品种选择意愿及行为的因素并进行实证分析。结果表明,健康意识、信息意识对高油酸花生品种选择意愿具有正向影响,而风险意识有显著的负向影响;高油酸花生品种选择意愿、高油酸花生品种选择意愿与社群影响的交互项对高油酸花生品种选择行为有显著的正向影响;高油酸花生品种选择行为对绩效期望有显著的正向影响。

Under the background of structural reform of agricultural supply side,the breeding and promotion of high oleic acid peanut varieties are strongly supported all over the country and major peanut production areas,which is of great significance for guarantee the development of the national economy and ensuring national grain and oil security.The UTAUT theory was adopted to construct a theoretical model for the selection behavior of high oleic acid peanut varieties among farmers in Henan Province,so as to systematically study the factors that affect farmers'willingness and behavior to choose high oleic acid peanut varieties,and to conduct empirical analysis.The results showed that health awareness and information awareness had a positive impact on the willingness to choose high oleic acid peanut varieties,while risk awareness had a significant negative impact.The interaction between high oleic acid peanut variety selection intention,high oleic acid peanut variety selection intention,and community influence has a significant positive impact on high oleic acid peanut variety selection behavior.The selection behavior of high oleic acid peanut varieties has a significant positive impact on performance expectations.