基于TAM的内在感知对影响农户不同节水灌溉技术采用的研究*——以甘肃张掖市为例

THE EFFECT OF TAM-BASED INNER PERCEPTION ON FARMERS′ DIFFERENT WATER-SAVING IRRIGATION TECHNIQUES ADOPTION

关键词:  内在感知社会规范节水灌溉技术TAM模型张掖市

Key words:  inner perception  social norm  water saving irrigation technology  TAM model  Zhangye

摘要:

［目的］节水灌溉技术采用率低下是制约干旱半干旱地区农业发展的瓶颈，农户作为技术采用的微观主体，如何激励农户采用节水灌溉技术、提高技术采用率是有关实践研究待解决的问题，以往研究大多关注社会因素对技术采用的影响，心理层面即感知影响方面的研究不足。［方法］文章以甘肃省张掖的547份农户调查问卷为例，根据农业技术采用特点对已有技术接受模型（TAM）进行调整与扩展，运用二元Probit回归模型实证分析了内在感知对农户节水灌溉技术采用的影响。［结果］感知有用性、感知易用性是农户对节水灌溉技术认知的内在约束，节水效果、经验交流对农户采用膜下滴灌技术产生显著的正向影响； 增产效果、技术有用性对农户采用低压管灌技术产生显著的正向影响； 感知社会规范是农户个体社会网络的认知，亲朋使用、邻里使用感知均对农户采用不同节水灌溉技术产生显著的正向影响。农户对节水灌溉技术的采用除受这些因素影响以外，还受到户主性别、年龄、教育、家庭人口总数、健康的影响。［结论］推行技术补贴制度，加大农技推广服务，充分发挥集体行动影响力对提高节水灌溉技术的认知和采用具有重要作用。

Abstract:

The low utilization rate of water saving irrigation technology is the bottleneck of agricultural development in arid and semi arid areas. As a micro subject of technology adoption, how to encourage farmers to adopt water saving irrigation technology and improve the utilization rate of technology is important. Based on 547 farmers′ questionnaire in Zhangye, Gansu province, the paper reviewed and expanded the existing technology acceptance model (TAM) according to the characteristics of agricultural technology adoption, and used Probit regression model to analyze the influence of inner perception on farmers′ water saving irrigation technology adoption. The results showed that the perceived usefulness and perceived ease of use were the intrinsic constraints on farmers′ understanding of water saving irrigation technology. The water saving effect had a significant positive effect on the use of drip irrigation technology; stimulation effect and technology maturity had a significant positive effect on low pressure pipe irrigation technology; the awareness of social norm was the cognition of individual social network of farmers. the use of friends and neighbors′ information had a significant impact on farmers′ adoption of different water saving irrigation technology. In addition, the factors such as gender, age, education, family population, health status had great impacts. It indicated that the implementation of technology subsidy system, the increase of agricultural extension services, and the full play to the influence of collective action played important roles in improving the cognition and application of water saving irrigation technology.