基于农户视角的新型农业科技社会化服务体系满意度研究

Study on satisfaction with a novel agricultural technology socialized service system from the perspective of farmers

建设农业科技社会化服务体系可以有效推动农业高质量发展及加快实现农业现代化和乡村振兴。现有农业科技社会化服务体系的研究大部分是从供给方视角切入,研究其现状及对策,忽略了对需求侧农户的满意度、持续使用意愿及其影响因素的研究。文章将满意度领域最广泛使用的ACSI顾客满意度指标(ACSI)模型和期望确认(ECM)模型有机结合,构建了基于农户视角的农业科技社会化服务体系满意度模型。通过线上线下两种方式,以江苏省农户为对象收集数据并进行了实证分析。结果显示,农户对于农业科技社会化服务体系的基本认识、对质量的感知以及对价值的感知会对其满意度产生积极影响,其满意度会对持续使用意愿产生积极影响。最后,基于研究结果阐述了研究的理论贡献以及对加强农业科技社会化服务体系建设的实践性贡献。

Building a socialized service system for agricultural technology can effectively promote the high-quality development of agriculture and accelerate the achievement of agricultural modernization and rural revitalization.Existing research on agricultural technology socialized service systems has mostly focused on studying the current situation and countermeasures from the supply side perspective,while neglecting the research on the satisfaction,continued usage intention,and influencing factors of the demand side farmers.By organically integrating the widely used ACSI(American Customer Satisfaction Index)customer satisfaction model and the ECM(Expectation-Confirmation Model),a satisfaction model for the agricultural technology socialized service system was constructed from the perspective of farmers.Data was collected through both online and offline methods from farmers in Jiangsu province,and empirical analysis was conducted.The results showed that farmers’basic understanding of the agricultural technology socialized service system,perception of quality,and perception of value have a positive impact on their satisfaction,which in turn positively influences their intention to continue using the system.Finally,based on the research findings,the theoretical contributions and practical contributions to strengthening the construction of the agricultural technology socialized service system are discussed.