社会互动、信息能力与农户化肥减量增效技术采纳*——基于互联网信息技术普及的视角

SOCIAL INTERACTION, INFORMATION ABILITY AND GROWERS' ADOPTION OF FERTILIZER REDUCTION AND EFFICIENCY IMPROVEMNT TECHNOLOGY*——FROM THE PERSPECTIVE OF INTERNET INFORMATIONTECHNOLOGY POPULARIZATION

关键词:  社会互动  信息能力  化肥减量增效技术采纳  苹果种植户  互联网使用

Key words:  social interaction  information ability  fertilizer reduction and efficiency improvement technology  apple growers  Internet use

摘要:

目的 农业绿色低碳转型是“十四五”时期亟待解决的重要问题，但信息差引发的预期风险不可控、预期收益不可知等问题，制约着实践中农户绿色生产水平的提升。结合当前背景探究农户社会互动、信息能力对其绿色生产的影响，对于高效指导农户绿色生产具有重要意义。方法 文章基于社会嵌入理论和信息论的视角，利用陕西省333份苹果种植户实地调研数据，采用Ordered Probit模型，实证分析互联网普及背景下苹果种植户的社会互动、信息能力对其化肥减量增效技术采纳的影响。结果 （1）社会互动对苹果种植户单项和多项化肥减量增效技术采纳行为均具有显著促进作用，采用条件混合估计法克服内生性问题后结论依然成立；（2）机制分析表明，信息能力在社会互动影响苹果种植户技术采纳的决策过程中起到部分中介作用；（3）异质性分析表明，男性群体较女性群体社会互动对其技术采纳的促进作用更明显，老年群体较中青年群体社会互动对其技术采纳的促进作用更明显。结论 因此，应增强苹果种植户间的社会互动，持续提升苹果种植户的信息能力，弥合其技术采纳实践中的信息鸿沟，提高其化肥减量增效技术的采纳水平，切实推动苹果产业绿色转型。

Abstract:

The green and low-carbon transformation of agriculture is an important issue to be solved urgently during the “14th Five-Year Plan” period. However, problems such as uncontrollable expected risks and unknowable expected benefits caused by poor information restrict the improvement of farmers' green production level in practice. Combining with the current background, it is of great significance to explore the influence of farmers' social interaction and information ability on their green production for efficient guidance of farmers' green production. Based on the perspective of social embedding theory and information theory, using the field survey data of 333 apple growers in Shaanxi province and Ordered Probit model, this paper empirically analyzed the influence of social interaction and information ability of apple growers on their adoption of fertilizer reduction and efficiency improvement technology under the background of Internet popularization. The results were showed as follow. (1) Social interaction had significantly stimulated the adoption of fertilizer reduction and efficiency increase technology by apple growers, both on the adoption of single and multiple technologies. The conclusion was still valid after the endogeneity problem was overcame by conditional mixed estimation method. (2) Mechanism analysis showed that information ability played a partial mediating role in the influence of social interaction on the decision-making process of apple growers' technology adoption. (3) Heterogeneity analysis showed that social interaction in male group had a more significant promoting effect on technology adoption than that in female group, and social interaction in elderly group had a more significant promoting effect on technology adoption than that in young and middle-aged group. Therefore, we should enhance the social interaction among apple growers, continuously improve the information ability of apple growers, bridge the information gap in their technology adoption practice, improve the adoption level of fertilizer reduction and efficiency increase technology, and effectively promote the green transformation of apple industry.