短视频APP对农户绿色防控技术采纳的影响  

The impact of short-video APPs on farmers’adoption of green techniques of pest and disease control

作　　者：刘迪 罗小锋[1,2] LIU Di;LUO Xiaofeng(College of Economics&Management,Huazhong Agricultural University,Wuhan 430070,China;Hubei Rural Development Research Center,Wuhan 430070,China)

机构地区：[1]华中农业大学经济管理学院,武汉430070 [2]湖北农村发展研究中心,武汉430070

出　　处：《资源科学》2022年第9期1879-1890,共12页Resources Science

基　　金：国家自然科学基金项目(72073048);中央高校基本科研业务费专项资金资助项目(2662022JGYJ001)。

摘　　要：信息化背景下以抖音和快手为代表的短视频APP(手机应用软件)快速普及应用为数字农技推广提供新途径。以湖北省和河南省770份水稻和小麦种植户样本数据,运用内生转换概率模型验证了短视频APP使用对农户绿色防控技术采纳的影响。研究发现:(1)37.78%的样本农户使用抖音、快手和西瓜等自媒体短视频APP查询浏览过绿色防控技术信息。影响农户使用短视频APP的因素主要有受访者年龄、教育年限、兼业状态、家庭收入和公职身份。(2)农户使用短视频APP可以显著提升绿色防控技术采纳概率9.0%~10.4%。且运用倾向得分匹配法、样本调整检验法和安慰剂检验法等进行了稳定性检验,结论依然成立。(3)研究进一步发现,短视频APP使用主要通过提升农户绿色防控技术易用性感知,进而促进绿色防控技术采纳。因此,在数字经济发展背景下,要善于利用抖音和快手等短视频APP搭建数字农技推广服务平台,要鼓励新型农业经营主体和种植能手参与绿色防控技术的分享与传播。并通过绿色农产品优质优价的市场力量来助力绿色防控技术的推广应用。The short-video APPs of Kwai and TikTok are developing rapidly in the context of informatization,and provide an effective new way for digital agricultural extension services.Based on 770 samples of rice and wheat growers in Hubei and Henan Provinces,this study used the endogenous switching probit model to verify the impact of short-video APPs use on farmers’green techniques of pest and disease control adoption behavior.We found that 37.78%of the sample farmers used short-video APPs such as TikTok and Kwai to query or browse the information of green pest and disease control techniques.The main factors affecting farmers’use of short-video APPs are farmers’age,years of education,part-time employment status,family income,and public service status.Using short-video APPs can significantly improve the adoption probability of green pest and disease control techniques of farmers by 9.0%~10.4%.Moreover,the empirical results obtained by propensity score matching method,sample adjustment test method,and placebo test method are still valid.Short-video APPs mainly promote the adoption of green pest and disease control techniques by improving the perception of ease of use.Therefore,short-video APPs should be used for building digital agricultural extension platforms.We should encourage new generation agricultural operators and planting experts to participate in the sharing and dissemination of green pest and disease prevention and control technology.Through the market power of high quality and good price of green agricultural products,the application of green prevention and control technology will be promoted.

关 键 词：短视频APP 数字农技推广服务 绿色防控技术 抖音 快手 内生转换概率模型 

分 类 号：X322[环境科学与工程—环境工程] F323.3[经济管理—产业经济] F323.6