新型农业经营主体对智慧农业技术的采纳意愿研究  

Research on New Agricultural Business Entities' Willingness to Adopt Smart Agricultural Technology

作　　者：杨雪雁[1] 陈楠楠 陈李波 Yang Xueyan;Chen Nannan;Chen Libo(College of Economics and Management,Zhejiang Agriculture and Forestry University,Hangzhou 311300,China;Hangzhou Yinong Agricultural Development Co.,Ltd.,Hangzhou 310008,China)

机构地区：[1]浙江农林大学经济管理学院,浙江杭州311300 [2]杭州忆农农业开发有限公司,浙江杭州310008

出　　处：《科技管理研究》2023年第9期116-124,共9页Science and Technology Management Research

基　　金：浙江省自然科学基金项目“原生态农产品社交电商推荐消费中的信任机制研究”(LY20G020001)。

摘　　要：在TOE框架基础上,结合创新扩散理论,从技术、组织、环境三层面分析影响新型经营主体对智慧农业技术评估和采纳的影响因素。通过对288位农场经营受调者调研,采用PLS-SEM进行实证分析。研究发现,农场经营者对智慧农业技术的评估会显著影响技术的采纳;技术层面的复杂性、兼容性、成本感知,组织层面的管理者态度、组织资源,环境层面的政策支持都将影响到技术评估和采纳,而外部压力的影响则不被支持。通过多群组分析还发现,技术复杂性对小规模的家庭农场经营主体的意愿影响不显著,资金和人力等组织资源则对较大规模的农业企业经营主体的意愿影响不显著。在对研究结论充分讨论基础上,提出若干提高农场经营者对智慧农业技术采纳意愿的建议。Based on TOE framework,combined with the innovation diffusion theory,analyzes the factors that affect the evaluation and adoption of smart agricultural technology by new business entities from the three levels of technology,organization and environment.Through the investigation of 288 farm management respondents,PLSSEM is used for empirical analysis.The study concludes that farm operators' assessment of smart agricultural technology will significantly affect the adoption of technology;the complexity,compatibility and cost perception at the technical level,the attitude of managers at the organizational level,the organizational resources,and the policy support at the environmental level will affect the technology evaluation and adoption,while the impact of external pressure will not be supported.Multi-group analysis also finds that technical complexity has no significant impact on the willingness of small-scale family farm operators,while organizational resources such as capital and human resources have no significant impact on the willingness of large-scale agricultural enterprise operators.Based on the full discussion of the research conclusions,puts forward some suggestions to improve the willingness of farm operators to adopt smart agricultural technologies.

关 键 词：智慧农业技术 新型农业经营主体 采纳意愿 

分 类 号：F303.2[经济管理—产业经济] G311[文化科学]