新型农业经营主体对智慧农业技术的采纳意愿研究

Smart Agricultural Technology Adopt Willingness Research of New Agricultural Business Entities

摘要:

现代农业的发展基础是智慧农业技术的普及应用，那么新型农业经营主体对技术的采纳意愿究竟如何？哪些因素阻碍了技术的采纳？本文在TOE框架基础上，结合创新扩散理论，从技术、组织、环境三层面分析影响新型经营主体对智慧农业技术评估和采纳的影响因素。通过对288位农场经营受调者调研，采用PLS-SEM进行实证分析。研究发现，农场经营者对智慧农业技术的评估会显著影响技术的采纳；技术层面的复杂性、兼容性、成本感知，组织层面的管理者态度、组织资源，环境层面的政策支持都将影响到技术评估和采纳，而外部压力的影响则不被支持。通过多群组分析还发现，技术复杂性对小规模的家庭农场经营主体的意愿影响不显著，资金和人力等组织资源则对较大规模的农业企业经营主体的意愿影响不显著。在对研究结论充分讨论基础上，本文提出若干提高农场经营者对智慧农业技术采纳意愿的建议。

Abstract:

The development of modern agriculture is based on the popularization and application of smart agricultural technology, so what is the willingness of New agricultural business entities to adopt technology? What factors hinder the adoption of technology? Based on TOE framework, combined with the innovation diffusion theory, this paper analyzes the factors that affect the evaluation and adoption of smart agricultural technology by new business entities from the three levels of technology, organization and environment. Through the investigation of 288 farm management respondents, PLS-SEM was used for empirical analysis. The study found that farm operators' assessment of smart agricultural technology will significantly affect the adoption of technology; The complexity, compatibility and cost perception at the technical level, the attitude of managers at the organizational level, the organizational resources, and the policy support at the environmental level will affect the technology evaluation and adoption, while the impact of external pressure will not be supported. Multi-group analysis also found that technical complexity has no significant impact on the willingness of small-scale family farm operators, while organizational resources such as capital and human resources have no significant impact on the willingness of large-scale agricultural enterprise operators. Based on the full discussion of the research conclusions, this paper puts forward some suggestions to improve the willingness of farm operators to adopt smart agricultural technologies.