家庭农场作为新型农业经营主体之一,在实现乡村振兴和农业农村现代化过程中有举足轻重的作用,因此分析其数字农业技术采纳的作用机制具有十分重要的意义。本文从家庭农场主个人特征、家庭特征、技术特征感知和外部环境4个维度18项家庭农场数字农业技术采纳的影响因素出发,将18项因素划分为直接因素、间接因素和深层因素3种类型；利用解释结构模型(ISM)对影响因素之间的内在联系进行剖析,得到各影响因素的作用路径；在此基础上利用交叉影响矩阵相乘法(MICMAC)对影响因素的依赖性与驱动力进行分析,揭示影响因素之间的作用机制。研究结果表明,技术安全性感知是影响家庭农场数字农业技术采纳的直接因素；社会网络、设备操作能力、家庭收入、耕地面积、组织化程度、土地细碎化程度、是否参加培训、技术有用性感知和技术易用性感知是间接因素,通过影响技术安全性感知对家庭农场数字农业技术采纳产生间接作用；深层因素包括家庭农场主的政治身份、受教育程度、年龄、家庭劳动力人数、居住地理位置、政府宣传引导、政府经济补贴和基础设施,对家庭农场数字农业技术采纳产生决定性作用。最后,根据ISM和MICMAC实证分析的结果,提出了相应的对策建议。

As one of the new agricultural management entities, the family farm plays an important role in the process of realizing rural revitalization and agricultural and rural modernization. Therefore, it is of great significance to analyze the mechanism of digital agricultural technology adoption. This paper starts from the four dimensions of family farmers " personal characteristics, family characteristics, technical characteristics perception and external environment, and 18 influencing factors of family farm digital agricultural technology adoption. The 18 factors are divided into three types : direct factors, indirect factors and deep factors. Interpretative Structural Model ( ISM ) is used to analyze the internal relationship between the influencing factors, and the action path of each influencing factor is obtained. On this basis, the cross-influence Matrix Multiplication ( MICMAC ) was used to analyze the dependence and driving force of the influencing factors, and the mechanism of action between the influencing factors was revealed. The results show that perception of technical safety is the direct factor affecting the adoption of digital agricultural technology in family farms. Social network, equipment operation ability, family income, cultivated land area, degree of organization, degree of land fragmentation, whether to participate in training, perceived technical usefulness and perceived technical ease of use are brief factors, which have an indirect effect on the adoption of digital agricultural technology in family farms by affecting perceived technical safety. The deep factors include the political identity, education level, age, number of family labor force, geographical location, government propaganda and guidance, government economic subsidies and infrastructure of family farmers, which play a decisive role in the adoption of digital agricultural technology on family farms. Finally, according to the results of ISM and MICMAC empirical analysis, the corresponding countermeasures and suggestions are put forward.

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湖南省社会科学基金项目“‘互联网 +’背景下小农户与现代农业发展有机衔接机制研究”(18YBA224)