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

作　　者：郑继兴[1] 申晶 王维[1] 李爱萍[1] Zheng Jixing;Shen Jing;Wang Wei;Li Aiping(School of Economics and Management,Qiqihar University,Qiqihar 161006,China)

机构地区：[1]齐齐哈尔大学经济与管理学院,黑龙江齐齐哈尔161006

出　　处：《科技管理研究》2021年第18期175-181,共7页Science and Technology Management Research

基　　金：黑龙江省教育厅基本科研业务专项项目“齐齐哈尔市农业技术采纳影响因素研究”(135209526);黑龙江省教育厅基本科研业务专项科研创新团队项目“企业创新成长的影响机制与营商环境优化研究”(135309102);黑龙江省哲学社会科学研究规划扶持共建项目“黑龙江省BOP群体农业技术扩散路径研究”(20JYE263)。

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。Based on the unified theory of acceptance and use of technology,this paper empirically analyzes the influencing factors adopting new agricultural technology against the farmers who are the main body of China’s agricultural production.The results show that performance expectation,effort expectation and social influence all affect farmers’willingness to adopt agricultural new technology,and through the adopting will intermediary effects the adoption behavior of farmers;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,the paper proposes 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,in order to effectively enhance the enthusiasm of farmers to adopt new agricultural technology,and improve their economic income.

关 键 词：农业新技术 整合型科技接受模型 采纳意愿 采纳行为 

分 类 号：F204[经济管理—国民经济] F303.2