农户节水技术采纳行为与意愿悖离研究——基于行为意向与技术环境视角

STUDY ON THE DEVIATION OF BEHAVIOR AND WILLINGNESS OF FARMERS' ADOPTION OF WATER-SAVING TECHNOLOGIES——FROM THE PERSPECTIVE OF BEHAVIORAL INTENTION AND TECHNOLOGY ENVIRONMENT

关键词:  节水技术  悖离  行为意向  技术环境  Oprobit-ISM模型

Key words:  water-saving technology  deviation  behavioral intention  technology environment  Oprobit-ISM model

摘要:

目的 促进农户节水技术采纳意愿向行为转化，有助于提升节水技术应用水平，实现水资源可持续利用。方法 文章基于冀鲁豫粮食种植户调查数据，从行为意向和技术环境的视角，运用Oprobit-ISM模型分析农户节水技术采纳行为与意愿悖离的影响因素及其逻辑层次关系。结果 （1）行为意向中的行为态度、主观规范，技术环境中的农技宣传、政策补贴、加入农民用水协会对农户节水技术采纳行为与意愿悖离均有显著负向影响；（2）农技宣传能够强化行为态度对农户节水技术采纳行为与意愿悖离的抑制作用，政策补贴、加入农民用水协会在主观规范对农户采纳行为与意愿悖离的影响中发挥正向调节效应；（3）逻辑层次关系表明，行为态度和主观规范是影响农户节水技术采纳行为与意愿悖离的直接驱动因素，农技宣传、政策补贴、加入农民用水协会是中间层间接因素，而风险偏好、灌溉面积是深层根源因素。结论 行为意向与技术环境是农户节水技术采纳行为与意愿悖离的重要影响因素，应通过提升农户节水技术采纳的行为意向，加大政策扶持力度，充分发挥技术环境与行为意向的互补效应，以推动农户节水技术采纳意愿向行为转化。

Abstract:

To promote the transformation from willingness to behavior of farmers' adoption of water-saving technologies can help improve the application level of water-saving technologies and achieve sustainable utilization of water resources. Based on the survey data of grain farmers in Hebei, Shandong, and Henan provinces, this study used oprobit-ISM model to analyze the influencing factors and logical hierarchical relationships of deviation of behavior and willingness of farmers' adoption of water-saving technologies from the perspective of behavioral intention and technology environment. The results were showed as follows. (1) Behavioral attitudes and subjective norms in behavioral intentions, agricultural technology promotion, policy subsidies, and joining farmers' water use associations in the technology environment had significant negative impacts on deviation of behavior and willingness of farmers' adoption of water-saving technologies. (2) Agricultural technology promotion strengthened the inhibitory effect of behavioral attitudes on the deviation of behavior and willingness of farmers' adoption of water-saving technologies, policy subsidies and joining farmers' water use associations played a positive regulatory effect in the impact of subjective norms on the deviation of behavior and willingness of farmers' adoption. (3) The logical hierarchical relationship indicated that behavioral attitudes and subjective norms were the direct driving factors that affected the deviation of behavior and willingness of farmers' adoption of water-saving technologies, agricultural technology promotion, policy subsidies, and joining farmers' water use associations were intermediate indirect factors, while risk preference and irrigation area were the underlying fundamental factors. Therefore, we conclude that the behavioral intention and technology environment are important influencing factors of deviation of behavior and willingness of farmers' adoption of water-saving technologies, so, this paper suggests that it should promote the transformation from willingness to behavior of farmers' adoption of water-saving technologies by enhancing the behavioral intention of farmers' adoption of water-saving technologies, strengthening support for water-saving technology policies, and fully leveraging the complementary effect of technology environment and behavioral intention.