基于整合型科技接受模型的农户采纳农业新技术行为研究——采纳意愿的中介效应

Research on the Act of Adopting New Agricultural Technology of Farmers Based on UTAUT Model: Mediating Effect of Adoption Intention

摘要:

针对以农业生产为主体的农户，基于整合型科技接受理论模型实证分析其采纳农业新技术的影响因素。结果显示：绩效期望、努力期望、社会影响等均会影响农户对农业新技术的采纳意愿，且通过采纳意愿中介效应影响农户的采纳行为，而良好的便利条件、强烈的采纳意愿会促进农户的采纳行为。最后，从农户个人、乡镇村等各级组织、合作社以及政府等方面提出促进社会影响的正向作用、注重经济收益并兼顾环境效益、增强农业新技术的易用性、优化获取农业新技术的便利条件等对策建议，以有效提升农户采纳农业新技术的积极性，提高农户经济收益。

Abstract:

Farmers are the main body of China's agricultural production, based on the unified theory of acceptance and use of technology, an empirical analysis of the influencing factors of their adoption of new agricultural technologies is carried out. The results showed that: performance expectation, effort expectation and social influence all affect farmers' willingness to adopt agricultural new technology, and the intermediary effect of willingness of adoption affects farmers' adoption behavior; good convenience and strong willingness of adoption will promote farmers' adoption behavior. Finally, from the perspectives of individual farmers, township and village organizations, cooperatives, and governments, it is proposed to promote the positive role of social impact, focus on economic benefits and take environmental benefits into account, enhance the ease of use of new agricultural technologies, and optimize the acquisition of new agricultural technologies. Convenient conditions and other countermeasures are proposed to effectively increase the enthusiasm of farmers to adopt new agricultural technologies and increase the economic benefits of farmers.