农户新能源技术应用意愿的影响因素分析  

Factors Affecting Farming Households' Willingness to Adopt New Energy Technology

作　　者：王火根[1] 李娜[1] 

机构地区：[1]江西农业大学经济管理学院,江西南昌330045

出　　处：《农林经济管理学报》2017年第2期207-215,共9页Journal of Agro-Forestry Economics and Management

基　　金：国家自然科学基金(71263024);江西省社科规划项目(13GL07)

摘　　要：基于1 500户江西鄱阳湖经济区实地调查数据,建立结构方程模型实证分析农户新能源技术应用意愿影响因素。研究结果表明:行为态度(环境态度、利他主义)、主观规范(社会规则、群体作用)、知觉行为控制(知识常识、技术能力)等三类六项潜在变量会对农户应用意愿产生显著影响。同时,多数农户虽具有环保意识,但受经济条件、生活习惯、人文环境及知识技术储备等因素影响,对于新能源技术仍存在较低的应用意愿。因此,政府应致力于降低农户能源消费心理成本,提高其环保低碳心理意识,引导组织创造和谐共进、互利共赢的社会氛围,以推动农村新能源技术普及应用。Based on data collected of 1,500 farming households in Poyang Lake Ecological Economic Zone,this paper structured SEM to analyze the factors which affect farming households＇ willingness to adopt new energy technology.The results show that the willingness is affected by six potential variables which can be categorized into three types, namely, behavior attitude （ environmental attitude, altruism）, subjective norms （the social rules, group）, and perceived behavioral control （common sense knowledge, technical ability）. Meanwhile, although the majority of farming households are aware of the necessity to protect the environment, they are not eager to adopt the new energy technology due to their economic conditions, living habits, humanis- tic environment, and technical reserve.Therefore, it is necessary for the government to decrease the psychologi- cal costs of energy consumption for farming households, enhance their consciousness about environmental pro- tection and low carbon, and play a guiding role in creating a harmonious and mutually beneficial social atmos- phere in order to promote new energy technology in rural areas.

关 键 词：鄱阳湖生态经济区 农户 新能源 计划行为理论 结构方程 

分 类 号：F274[经济管理—企业管理]