乡村振兴视角下农户认知负荷对农业全产业链融入积极性的影响研究——来自570位农户的眼动实验证据  

The Impact of Farmers'Cognitive Load on the Enthusiasm of Participating in Agricultural Industrial Chain From the Perspective of Rural Revitalization:Eye-movement Experimental Evidence from 570 Farmers

作　　者：刘超 雷宏振[1] 兰娟丽[1] 贾妮莎[1] Liu Chao;Lei Hongzhen;Lan Juanli;Jia Nisha(School of International Business,Shaanxi Normal University,Shaanxi 710019,China)

机构地区：[1]陕西师范大学国际商学院,710019

出　　处：《南开经济研究》2024年第7期145-162,共18页Nankai Economic Studies

基　　金：中央高校基本科研业务费专项资金项目“农户社会偏好与农业全产业链融入”(2021TS019)的资助。

摘　　要：农业全产业链开发对于提高农户福利水平和全面推进乡村振兴具有重要促进作用。本文基于双系统理论,从经济决策的心理实质出发,结合陕西省和青海省570位农户微观调查数据,采用眼动实验方法,系统考察了农户认知负荷对其全产业链融入积极性的影响及作用机制。研究表明,认知负荷对农户全产业链融入的积极性产生了显著的抑制作用,认知负荷程度越高的农户,全产业链融入的积极性越低。进一步探讨作用机制后表明,认知负荷通过抑制农户的贴现因子来降低其全产业链融入积极性。结合眼动追踪技术记录的眼球移动轨迹,排除了认知负荷通过分散农户注意力及削弱自我控制能力间接影响时间偏好的可能路径。The development of the agricultural industry chain(AIC)plays an important role in improving the welfare of farmers and promoting rural revitalization in a comprehensive way.Based on the dual-system theory,this article starts from the psychological essence of economic decision-making,and uses micro-survey data from 570 farmers in Shaanxi and Qinghai provinces and adopt eye movement experiments to systematically examine the mechanisms of cognitive load on the enthusiasm of farmers to participate in the AIC.The research finds that cognitive load has a significant inhibitory effect on the enthusiasm of farmers to integrate into the AIC,and the higher the cognitive load,the lower the willingness of farmers to participate in the AIC.The mechanism analysis shows that cognitive load weakens the integration initiative of the AIC by weakening the time preference of farmers.Combined with eye movement tracks recorded by eye-tracking,the possible path that cognitive load indirectly affects time preference by distracting farmers'attention and weakening their selfcontrol ability were excluded.

关 键 词：认知负荷 时间偏好 眼动追踪技术 农业全产业链 乡村振兴 

分 类 号：D422.6[政治法律—政治学] F323[政治法律—国际共产主义运动]