基于TAM-TPB理论的农户生态农业技术采纳意愿研究--以稻虾共作技术为例

随着经济社会的发展,环境污染和资源浪费问题不断涌现,在农业生产方面表现得尤为突出,而生态农业技术的采纳是缓解生态压力的前提基础。本文基于技术接受模型-计划行为理论(TAM-TPB),利用湖北、湖南、安徽三省的调研数据,采用二元Logit回归模型,实证分析了农户稻虾共作技术采纳意愿的影响因素。结果表明:①农户采纳稻虾共作技术的意愿主要受到行为态度、主观规范、知觉行为控制、感知有用性和感知易用性的显著正向影响。其中,主观规范和知觉行为控制是影响农户采纳意愿的直接因素。②感知有用性、感知易用性对农户采纳意愿有直接影响,且以行为态度为中介变量产生间接影响,呈正向作用。鉴于此,本文提出相关建议,建议有关部门集中宣讲稻虾共作技术的综合效益;建议农技部门给农户提供技术帮助;建议村委会定期组织农户间交流。

Study on Farmers' Willingness to Adopt Ecological Agricultural Technology Based on TAM-TPB Theory —Taking Rice and Shrimp Co-cropping Technology as an Example

With the development of economy and society,environmental pollution and resource waste continue to emerge,especially in agricultural production,and the adoption of ecological agricultural technology is the premise of relieving ecological pressure.Based on the Technology Acceptance Model-Planned Behavior Theory(TAM-TPB),this paper empirically analyzed the influencing factors of farmers’willingness to adopt rice-shrimp co-cropping technology by using binary Logit regression model based on the survey data from Hubei,Hunan and Anhui provinces.The results showed that:①Farmers’willingness to adopt rice-shrimp co-cropping technology was significantly positively affected by behavioral attitude,subjective norms,perceived behavioral control,perceived usefulness and perceived ease of use.Among them,subjective norms and perceived behavioral control are the direct factors that affect farmers’willingness to adopt.②Perceived usefulness and perceived ease of use have a direct impact on farmers’willingness to adopt,and behavior attitude as a mediator has an indirect impact and a positive effect.In view of this,some suggestions are put forward in this paper.Relevant departments should focus on publicizing the comprehensive benefits of rice and shrimp co-cropping technology.Agricultural technology departments provide technical assistance to farmers.The village committee organizes regular exchanges between farmers.