社会信任、感知价值对农户秸秆还田技术采纳意愿的影响——基于鄂豫两省样本农户的实证

EFFECT OF SOCIAL TRUST AND PEICEIVED VALUE ON FARMERS' WILLINGNESS TO ADOPT STRAW RETURNING TECHNOLOGY——BASED ON THE EMPIRICAL EVIDENCE OF A SAMPLE FARMER IN HUBEI AND HENAN PROVINCES

关键词:  社会信任  技术采纳  感知价值  秸秆还田  农户分化

Key words:  social trust  technology adoption  perceived value  straw return  farmer differentiation

摘要:

目的 研究揭示社会信任、感知价值对农户秸秆还田技术采纳意愿的影响机制和效应。方法 文章基于社会嵌入理论和感知价值理论，以秸秆还田为例，利用湖北、河南1 776份农户调查数据，采用结构方程模型（SEM）实证分析社会信任、感知价值对农户秸秆还田技术采纳意愿的影响，并探讨不同分化水平下农户采纳意愿的差异性。结果 （1）社会信任、感知利益对农户采纳意愿具有显著正向影响，而感知风险具有显著负向影响；（2）社会信任主要通过感知利益间接作用于农户秸秆还田技术采纳意愿，感知风险的中介作用不显著，其中介效应分为别为0.165和0.001；（3）从多群组分析结果来看，低水平分化和高垂直分化农户的社会信任对其秸秆还田技术采纳意愿的影响更强烈。结论 政府应构建农户高度信任的外部环境，提高农户多维度价值感知，针对不同分化水平的农户制定差异化宣传策略，以切实增强农户采纳秸秆还田技术的积极意愿，实现秸秆综合利用与生态保护的双重目标。

Abstract:

The aim of this study is to reveal the influence mechanism and effect of social trust and perceived value on farmers' willingness to adopt straw returning technology. Based on the social embeddedness theory and perceived value theory and taking straw returning as an example, this study took 1 776 survey data of farmers in Hubei and Henan province to empirically analyze the impact of social trust and perceived value on farmers' willingness to adopt straw returning technology by using structural equation model (SEM), and discussed the differences of farmers' willingness to adopt straw returning technology under different differentiation levels. The results showed that: (1) Social trust and perceived benefits had a significant positive impact on farmers' adoption intention, while perceived risk had a significant negative impact; (2) Social trust indirectly affected farmers' willingness to adopt straw returning technology through perceived benefits and perceived risks, but the intermediary effect of perceived risks was not significant, and its intermediary effects were 0.165 and 0.001; (3) From the results of multi group analysis, the social trust of low-level differentiation and high vertical differentiation farmers had a stronger impact on their willingness to adopt straw returning technology. Therefore, the government should build a highly trusted external environment for farmers, improve farmers' multi-dimensional value perception, and formulate differentiated publicity strategies for farmers with different differentiation levels, so as to effectively enhance farmers' positive willingness to adopt straw returning technology and achieve the dual goals of straw comprehensive utilization and ecological protection.