线上与线下:农技推广方式对农户生物农药施用行为的影响  

ONLINE AND OFFLINE: THE IMPACT OF AGRICULTURAL TECHNOLOGY EXTENSION METHODS ON FARMERS’ APPLICATION BEHAVIOR OF BIOLOGICAL PESTICIDES

作　　者：王建鑫 罗小锋[1,2] 唐林 黄炎忠 Wang Jianxin;Luo Xiaofeng;Tang Lin;Huang Yanzhong(College of Economics&Management,Huazhong Agricultural University,Wuhan 430070,Hubei,China;Hubei Rural Development Research Center,Wuhan 430070,Hubei,China;School of Law and Business,Wuhan Institute of Technology,Wuhan 430070,Hubei,China)

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070 [2]湖北农村发展研究中心,武汉430070 [3]武汉工程大学法商学院,湖北武汉430070

出　　处：《中国农业资源与区划》2023年第2期43-53,共11页Chinese Journal of Agricultural Resources and Regional Planning

基　　金：国家自然科学基金面上项目“信息不对称、技术推广服务与稻农采纳行为:基于生物农药的理论与实证研究”(72073048);国家社会科学基金重点项目“基于经济高质量发展的农业自然资源高效利用研究”(20AZD091)。

摘　　要：[目的]信息化背景下的新媒体应用为生物农药技术的推广提供可行路径。[方法]文章基于农业技术推广扩散理论和双向沟通理论,利用湖北省和河南省789份农户调研数据,采用内生转换概率模型构建“反事实”分析框架,实证检验信息化背景下农技推广方式对农户生物农药施用行为的影响。[结果](1)接受传统农技推广农户生物农药施用比例为37.77%,接受新媒体农技推广农户生物农药施用比例为28.77%;(2)“线上”或“线下”农技推广方式对农户生物农药施用均具有显著促进效应,从平均处理效应来看,传统农技推广方式对农户生物农药施用行为促进效果最好,新媒体农技推广方式次之,二者对农户生物农药施用行为具有叠加效应和互补效应;(3)针对小规模农户生物农药推广应该以传统农技推广方式为主,而对大规模农户则应采用传统和新媒体农技推广结合方式。[结论]因此应拓宽生物农药技术推广渠道,加强农村信息化建设;创新农技推广形式,促进线上线下互动交流;同时实行差异化精准化推广。Under the background of Internet informatization,the application of new media provides a feasible path for the technology extension of biopesticide.Based on the theory of technological diffusion and bilateral communicate,789 household survey data from Hubei and Henan province were used for empirical evidence.And The ESP model was used to construct a“counterfactual”scenario to estimate the effect of agricultural extension methods on farmers'biopesticide application behavior.Results were showed as follows.Firstly,the proportion of farmers who adopted traditional agricultural extension of biopesticides was 37.77%,while it was 28.77%for farmers who adopted new media agricultural extension.Secondly,“online”or“offline”agricultural extension methods both promoted the farmers'application behavior of biopesticides significantly.The estimated results of treatment effect ATT and ATU showed that traditional offline agricultural extension methods were more beneficial for biopesticide application,compared to online new media agricultural extension.And they had a superimposed and complementary effect on promoting farmers'biopesticide use.Thirdly,for smaller-scale farmers,biopesticide extension should be traditional offline agricultural extension,while a combination of traditional and new media agricultural extension should be used for larger-scale farmers.Therefore,we should broaden biopesticide extension channels,strengthen rural Network information,innovate agricultural extension forms,promote online and offline integration,and implement differentiated and precision biopesticide extension.

关 键 词：农技推广方式 新媒体 生物农药 内生转换概率模型 种植规模 

分 类 号：F323.3[经济管理—产业经济]