| 摘要: |
| 目的 引导农户采纳绿色防控技术对推动农业绿色转型和全面实现乡村振兴具有重要意义。方法 文章基于449个猕猴桃种植户的微观调研数据，运用有序Probit模型，分析了数字农技推广对农户绿色防控技术采纳行为的影响及作用机制。结果 （1）研究结果表明，数字农技推广有助于提高农户绿色防控技术采纳行为。数字农技推广的3种类型文本信息类农技推广、短视频类农技推广和直播互动类农技推广对农户绿色防控技术采纳行为也具有显著的正向影响。（2）异质性分析结果表明，数字农技推广对不同类型农户绿色防控技术采纳行为的影响存在差异。具体来说，对种植规模较小和未购买农业保险的农户，数字农技推广可以产生更大程度的影响。（3）最后，数字素养在数字农技推广和农户绿色防控技术采纳行为之间起到中介作用。结论 政府应进一步加强数字农技推广力度，优化推广内容与形式，针对不同类型农户开展有针对性的数字农技推广策略。 |
| 关键词: 数字农技推广 数字素养 绿色防控技术 猕猴桃种植户 有序Probit模型 |
| DOI：10.7621/cjarrp.1005-9121.20260203 |
| 分类号:F323.6 |
| 基金项目:国家自然科学基金“数字经济赋能农户绿色蔬菜生产技术采纳：影响机制与政策优化”（72403071）；河南省哲学社会科学规划项目“数智化转型赋能农产品加工业企业新质生产力提升的内在机制和对策研究”（2024CJJ063）；河南农业大学繁荣哲学社会科学研究项目“数智化转型下农产品加工企业发展对策研究”（FRZS2024B17）；河南农业大学本科教育教学改革研究与实践项目“基于人工智能的智慧课堂教学模式创新”（2025XJGLX037） |
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| DIGITAL AGRICULTURAL TECHNOLOGY PROMOTION AND GREEN CONTROL TECHNIQUES——EMPIRICAL ANALYSIS BASED ON KIWIFRUIT GROWERS IN XIXIA, HENAN PROVINCE |
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Zhang Junhui1, Liu Jing2, Zhu Yaming1, Song Yu1
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1School of Economics and Management, Henan Agricultural University, Zhengzhou 450002, Henan, China;2Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences, Beijing 100081, China
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| Abstract: |
| Guiding farmers to adopt green control technologies is of great significance for promoting agricultural green transformation and achieving comprehensive rural revitalization. Based on micro survey data from 449 kiwifruit growers, this research used the ordered Probit model to analyze the impact and mechanism of digital agricultural technology promotion on farmers' adoption of green control technologies. The results were indicated as follow. (1) The promotion of digital agricultural technology could help improve farmers' adoption behavior of green control technologies. The three types of digital agricultural technology promotion, namely text information based agricultural technology promotion, short video based agricultural technology promotion, and live interactive agricultural technology promotion, also had a significant positive impact on farmers' adoption behavior of green control technologies. (2) Further heterogeneity analysis results indicated that there were differences in the impact of digital agricultural technology promotion on the adoption behavior of green control technologies among different types of farmers. Specifically, for farmers with smaller planting scales and those who had not purchased agricultural insurance, the promotion of digital agricultural technology could have a greater impact. Finally, digital literacy played a mediating role between the promotion of digital agricultural technology and the adoption of green control technologies by farmers. Therefore, the government should further strengthen the promotion of digital agricultural technology, optimize the content and form of promotion, and carry out targeted digital agricultural technology promotion strategies for different types of farmers. |
| Key words: digital agricultural technology promotion digital literacy green control technologies kiwifruit growers ordered Probit model |
