数字农技推广服务对农户绿色生产技术采纳的影响研究  

Impact of digital agricultural technology promotion services on farmers’adoption of green production technologies

作　　者：温素悦 陈哲 夏显力[1] 张济舟 谢守红 WEN Suyue;CHEN Zhe;XIA Xianli;ZHANG Jizhou;XIE Shouhong(College of Economics&Management,Northwest A&F University,Yangling 712100;College of Economics&Management,China Agricultural University,Beijing 100083,China)

机构地区：[1]西北农林科技大学经济管理学院,杨凌712100 [2]中国农业大学经济管理学院,北京100083

出　　处：《干旱区资源与环境》2024年第10期43-52,共10页Journal of Arid Land Resources and Environment

基　　金：国家社会科学基金项目(21BJY187)资助。

摘　　要：随着数字乡村建设深入推进,农技推广服务数字化转型加速,不仅转变了农户的传统农业生产观念,还重塑了其行为选择方式。那么,数字农技推广服务能否成为推动农户绿色生产技术采纳的关键因素,值得进一步探讨。文中利用陕西、山东两省618份农户调查数据,运用倾向得分匹配法实证检验了数字农技推广服务对农户绿色生产技术采纳的影响效应。研究结果表明:1)数字农技推广服务使用能够显著正向影响农户的绿色生产技术采纳行为决策,具体而言,数字农技推广服务对农户绿色生产技术采纳行为的提升幅度为25.8%。2)不同类型的数字农技推广服务对农户绿色生产技术采纳的提升幅度不同,表现为社交通讯类服务(25.4%)>短视频类服务(23.2%)>内容聚合类服务(15.7%)。3)数字农技推广服务对不同经济资本、人力资本、社会资本农户绿色生产技术采纳的影响存在差异。4)数字农技推广服务可以通过增强农户生态环境认知、提高产品价值感知、提升农户信息应用能力三条路径促进农户的绿色生产技术采纳。因此,政府应完善农业信息化基础设施建设,强化数字推广赋能效果,提供形式丰富的数字农技推广服务,激发农户绿色生产技术采纳动力,共享绿色发展效益。With the digital rural construction progressing,the acceleration of the digital transformation in agricultural technology promotion services not only alters traditional agricultural production concepts among farmers but also reshapes their behavioral choices.Therefore,it warrants further exploration whether the digital agricultural technology promotion services can serve as a key factor in encouraging farmers to adopt green production technologies.This paper utilizes 618 household survey data from Shaanxi and Shandong provinces and employs the propensity score matching method to empirically examine the impact of digital agricultural technology promotion services on farmers’adoption of green production technologies.The results indicate that:1)The use of digital agricultural technology services has a significantly positive impact on farmers’decision-making for adopting green production technologies.Specifically,these services enhance the adoption of green production technologies by 25.8%.2)The extent to which different types of digital agricultural services enhance farmers’adoption of green production technologies varies,with social communication services(25.4%)>short video services(23.2%)>content aggregation services(15.7%).3)The influence of digital agricultural technology promotion services on the adoption of green production technologies differs among farmers with varying economic,human,and social capital.4)Digital agricultural technology promotion services can foster the adoption of green production technologies by farmers by enhancing their ecological environment awareness,boosting their perception of product value,and advancing their information application capabilities.Therefore,the government should enhance the development of agricultural information infrastructure,intensify the empowering effects of digital promotion,offer a variety of digital agricultural technology promotion services,motivate farmers to adopt green production technologies,and share in the benefits of green development.

关 键 词：数字农技推广 绿色生产技术 技术采纳 资本禀赋 

分 类 号：F323.3[经济管理—产业经济]