价值感知、环境责任意识与农户秸秆资源化利用基于拓展技术接受模型的多群组分析

VALUE PERCEPTION, AWARENESS OF ENVIRONMENTAL RESPONSIBILITY AND FARMERS′ BEHAVIOR OF STRAW RESOURCE UTILIZATIONMULTI-GROUP ANALYSIS BASED ON EXTENDED TECHNOLOGY ACCEPTANCE MODEL

关键词:  价值感知  环境责任意识  秸秆资源化利用  技术接受模型  多群组分析

Key words:  value perception  awareness of environmental responsibility  straw resource utilization  technology acceptance model  multi-group analysis

摘要:

目的 秸秆资源化利用对我国乡村环境整治和农业可持续发展有重要意义。方法 文章利用湖北省612份农户微观调查数据，通过拓展的技术接受模型，探讨价值感知和环境责任意识对农户秸秆还田技术采纳行为的影响，并分析不同群体之间的差异性。结果 （1）感知有用性、感知易用性及环境责任意识对农户秸秆还田技术采纳行为有显著影响；（2）社会影响和结果展示等外部变量通过感知易用性和感知有用性的中介作用影响农户秸秆还田技术采纳行为，但社会影响对感知有用性的作用并不显著；（3）多群组分析发现，高禀赋农户的环境责任意识对其秸秆还田技术采纳行为作用更强烈，而低禀赋农户的感知易用对行为的作用更为明显，且低禀赋农户对技术的价值感知受外部变量影响更大。结论 建议对不同类型的农户群体开展针对性的秸秆资源化利用宣传工作，加强农村基础教育和专门培训，增强农户的环境责任意识和对技术的价值认知，从而推动秸秆等农业废弃物的资源化利用。

Abstract:

The utilization of straw resource is of great significance to the improvement of rural environment and the sustainable development of agriculture in China. Based on the micro-survey data of 612 farmers in Hubei province, this research explored impacts of value perception and awareness of environmental responsibility on farmers′ adoption behavior of straw returning technology through the extended technology acceptance model, and analyzed the differences between different groups. The results were revealed as follows. Firstly, perceived usefulness, perceived ease of use and awareness of environmental responsibility had significant impacts on farmers′ behavior of straw resource utilization; Secondly, external variables such as social influence and result display affected farmers′ behavior of straw resource utilization through the intermediary effects of perceived ease of use and perceived usefulness, but the effect of social influence on perceived usefulness was not significant; Thirdly, by multi-group analysis, it indicated that environmental responsibility awareness of farmers with high endowment had a stronger effect on the behavior of straw resource utilization, while the perceived ease of use of low-endowment farmers had a more obvious effect on their behavior. In addition, the value perception on technology of low-endowment farmers was greatly affected by external variables. For promoting the resource utilization of straw and other agricultural wastes, it is suggested to carry out targeted propaganda on straw resource utilization for different types of farmers, strengthen basic education and special training in rural areas, enhance farmers′ awareness of environmental responsibility and the value perception on technology.