小农户生态农业技术采纳意愿研究——动因与决策分析

THE WILLINGNESS OF SMALLHOLDER FARMERS TO ADOPT ECOLOGICAL AGRICULTURAL TECHNOLOGY——MOTIVATION AND DECISION ANALYSIS

关键词:  生态农业技术  采纳意愿  计划行为理论  小农户  结构方程模型

Key words:  ecological agriculture technology  willingness to adopt  theory of planned behavior  smallholder farmers  structural equation model

摘要:

目的 提升小农户生态农业技术采纳效率，推进农业生态可持续发展。方法 文章以山东省774份问卷调研数据为样本，在计划行为理论指导下，运用结构方程模型实证分析影响小农户生态农业技术采纳意愿的形成机制。结果 （1）技术使用态度对采纳意愿呈现显著正向影响，其中友好性感知的影响系数为0.417，显著高于有用性感知（0.318）和易用性感知（0.262）的影响水平。（2）主观规范通过同伴影响（0.480）与外界影响（0.244）的双重路径作用于采纳意愿，前者的影响强度较后者高出96.7%，显示同伴效应在主观规范形成中占主导地位。（3）在感知行为控制维度，便利条件（0.399）对采纳意愿的驱动作用显著强于自我效能（0.358），表明小农户在技术采纳过程中更依赖外部设施支持，而非自身技术操作能力。结论 政府应通过展示技术效益、发挥示范户带动作用、增强小农户技术应用保障，推动生态农业技术落地。

Abstract:

To enhance the adoption efficiency of ecological agricultural technologies among smallholder farmers and promote sustainable agricultural development. Using 774 survey questionnaires from Shandong province as samples, this study employed the structural equation modeling under the guidance of the Theory of Planned Behavior to empirically analyze the mechanisms influencing smallholder farmers' willingness to adopt ecological agricultural technologies. The results were presented as follows. (1) Technical use attitudes significantly positively influenced adoption intention, with the perceived friendliness coefficient reaching 0.417, markedly higher than the coefficients for perceived usefulness (0.318) and perceived ease of use (0.262). (2) Subjective norms exerted dual-path effects on adoption intention through peer influence (0.480) and external influence (0.244), with peer influence demonstrating 96.7% greater impact strength than external factors, indicating that peer effects dominated subjective norm formation. (3) In the behavioral control dimension, convenience conditions (0.399) exerted significantly stronger driving effects on adoption intention than self-efficacy (0.358), suggesting that smallholder farmers relied more on external facility support rather than their own technical capabilities during technology adoption. Therefore, governments should promote the implementation of ecological agricultural technologies by demonstrating technical benefits, leveraging the role of demonstration households, and strengthening technical application guarantees for smallholder farmers.