基于不同农业经营主体的农业绿色生产机械购置行为  

Purchase behavior of agricultural green production machinery based on different agricultural operation entities

作　　者：张兆同[1] 熊燕华[1] 李颖卓 彭露 Zhang Zhaotong;Xiong Yanhua;Li Yingzhuo;Peng Lu(College of Information Management,Nanjing Agricultural University,Nanjing,211800,China)

机构地区：[1]南京农业大学信息管理学院,南京211800

出　　处：《农业工程学报》2021年第24期46-55,共10页Transactions of the Chinese Society of Agricultural Engineering

基　　金：国家社科基金一般项目(20BGL168)。

摘　　要：农业绿色生产是农业绿色发展的重要内容,而绿色生产机械的购置与运用是农业绿色生产的关键,基于不同农业经营主体的农业绿色生产机械购置行为研究,有助于提升相关政策的有效性和针对性。该研究基于计划行为理论,提出了理论假设,构建了结构方程模型,通过社会调查获得数据,运用AMOS软件,对模型进行了检验,对假设进行了验证。计算结果显示,"行为态度"、"主观规范"、"知觉行为控制"3个潜变量和"购置意愿"潜变量之间的路径系数分别为-0.208、0.5、0.434,"购置意愿"和"购置行为"之间的路径系数为0.693,"身份"、"经营规模"个体特征变量和"购置意愿"之间的路径系数分别为0.146、0.053。研究认为,农业经营主体购置农业绿色生产机械的行为意愿受主观规范影响最大;感知行为控制的影响次之,行为态度和购置意愿关系失调。购置意愿和购置行为呈显著正向关系。农业经营主体的个性特征对购置意愿的影响存在差异,其中,身份和经营规模显著影响购置意愿,文化程度和年龄对购置意愿的影响不显著。因此,应培育农业绿色生产机械购置与使用主体,强化绿色生产宣传和典型示范,完善绿色生态导向的补贴政策,形成绿色生产机械有效需求和有效供给,推动绿色生产机械的购置与使用,助力农业绿色发展。Green development has been a pressing requirement to the practical need of agricultural development in the national strategy.Green production machinery has also been one of the most important parts of agricultural green development.Therefore,the purchase and application of green production machinery have become a realistic activity in modern agriculture in recent years.However,there was an outstandingly insufficient matching between the purchase and use of agricultural green production machinery in practice.It is thus necessary to explore the purchase intention and behavior of agricultural operation entities,thereby promoting the application of green production machinery.Particularly,the existing research was mostly focused on the purchase of traditional agricultural machinery,rather than green production machinery.In this study,a theoretical framework was constructed to determine the purchase intention and behavior of green production machinery using different agricultural operation entities,according to the theory of planned behavior(TPB).Six theoretical hypotheses were also proposed in terms of the relationships between the purchase intention and the personality characteristics of agricultural operation entities,attitude toward behavior,subjective norms,perceived behavior control,as well as the relationship between purchase intention and purchase behavior.A structural equation was then established for the purchase behavior of green production machinery.Several economically developed regions in Jiangsu Province of China were selected as sample areas,and the social survey data was collected by means of questionnaire distribution,symposium,and household survey.The reliability and validity of the model were verified,as well as the theoretical hypotheses using AMOS software.The results support five hypotheses,but one hypothesis was rejected,namely,the relationship between attitude toward behavior and purchase intention.Among them,the intention of agricultural operation entities to purchase agricultural green produc

关 键 词：农业机械 行为 结构方程模型 绿色生产机械 计划行为理论 农业经营主体 

分 类 号：F323.3[经济管理—产业经济]