价值感知对农户技术采用倾向的影响及其条件响应*——基于结构方程模型的实证

IMPACT OF VALUE PERCEPTION ON FAMERS′ TENDENCY TO ADOPT TECHNOLOGY AND ITS′ CONDITIONAL RESPONSE: EMPIRICAL STUDY BASED ON STRUCTURAL EQUATION MODEL

关键词:  技术感知采用倾向条件响应农户结构方程模型

Key words:  technology perception  adoption tendency  conditional response  peasant household  structural equation model

摘要:

［目的］农户是否采用农业技术事关农业技术推广的最终成效，目前相关研究对技术采用的影响因素开展了大量研究，但基于农户个体对技术预期收益、成本、风险等各维度感知的影响研究还较为欠缺，文章拟从此视角开展探析。［方法］从“感知—行动”分析视角入手，基于338家农户的微观调研数据，综合运用验证性因子分析、多群组结构方程模型等研究方法，测度农户技术价值感知对其采用倾向的作用程度，并进一步考察各影响路径在决策者个体特征、地形条件、辐射圈层及农户是否参与农业组织等变量上的响应。［结果］预期收益和综合价值感知对农户的技术采用倾向有显著的正向作用，成本和收益风险感知则对其采用倾向有负向抑制作用； 决策者个体特征对技术综合价值感知及其影响采用倾向的程度有明显的调节作用； 农户的技术成本认知、收益与健康风险感知影响技术采用倾向存在显著的地理条件响应； 是否为农业合作组织（龙头企业）成员在农户的价值感知影响技术采用倾向各路径上存在较大差异。［结论］多渠道开展技术价值宣传、优化农业技术推广节点的空间布局、充分发挥新型农业经营主体的技术推广效用、加强农业技术价值感知的测度与引导等措施均可对提升农户技术采用意愿有较显著的推动作用。

Abstract:

The effect of agricultural technology hinges upon the application and popularization. A large number of studies have been carried out with respect to relevant factors that discourage farmers. However, few studies are based on individual farmers′ expected benefits, costs, risks and other dimensions of perception. This research intends to conduct an analysis from these perspectives. From the "perception action" perspective, this research was based on the data collected from the micro survey of 338 farmers, employed the confirmatory factor analysis, multi group structural equation modeling and other research methods and measured the degree of farmers′ technological perception affecting their tendency. Furthermore, the influence of each factor on individual characteristics, terrain conditions, radiation circles and farmers′ participation in agricultural organizations were also further investigated. The results were showed as follows. Firstly, expected return and comprehensive value perception had a significantly positive effect on farmers′ technology adoption tendency, whereas cost perception and income risk perception had a negative inhibitory effect on their technology adoption. It demonstrated that farmers′ perception of agricultural technology benefits and costs greatly influenced their willingness to adopt agricultural technology. Secondly, decision maker′s individual characteristics had an obvious impact on the technology perception and the technology adoption propensity, for example, age, sex and degree of education are the most significant ones. Thirdly, farmers′ technology cost cognition, income and health risk perception all had a significant role on technology adoption tendency, and there was a significant geographical influence. Different terrain conditions, different science and technology park radiation circles of farmers were showing a greater difference. Finally, there was a great gap between farmers′ value perception and technology adoption willingness. Whether the farmer is member of cooperative organizations or not also had a significant affection to their technology adoption willingness. Farmers participating in agricultural cooperatives, and working for the base of the agricultural science and technology parks were more aware of the value of agricultural technology, and so the willingness of adopting agricultural technology was also more prominent. In summary, multi channel promotion of technical value, optimizing the spatial layout of agricultural technology extension mode, giving full play to the technical popularization effect of new agricultural management subject, together with strengthening the measure and guidance of the value perception of agricultural technology, are all effective measures to enhance farmers′ willingness on adoption of agricultural technology. It is believed that through these concrete measures, it can improve farmers′ cognition of technical value and willingness to adopt to a large extent.