基于感知价值的东北黑土区农户保护性耕作技术采用行为

为破解保护性耕作技术推广困局,本研究基于感知价值理论构建了农户保护性耕作技术采用行为模型,并运用结构方程模型对黑龙江省典型黑土区的733份农户调研数据展开实证研究。结果表明:农户保护性耕作技术采用感知价值是感知利益和感知风险权衡的结果,感知利益和感知风险对感知价值分别有正向和负向影响;感知利益和风险由多个维度构成,各维度感知利益和风险对总体感知利益和风险的影响程度分别为:感知经济利益感知生态利益感知社会利益;感知技术风险感知经济风险感知情境风险;感知利益、感知风险、感知价值与技术采用意愿和行为存在直接和间接的影响关系,感知利益对感知价值和技术采用意愿的影响感知风险对二者的影响,但感知风险对感知行为的影响感知利益对其的影响。鉴于此,从提升农户保护性耕作技术采用利益感知和降低风险感知的角度提出建议,引导东北黑土区农户采用保护性耕作技术。

Farmers' adoption behaviour of conservation tillage technology based on perceived value in the black soil region of Northeast China

In order to solve the dilemma of conservation tillage technology promotion, this study constructed a model of farmers'' adoption behaviour of conservation tillage technology based on the theory of perceived value, and used a structural equation model to conduct empirical research based on 733 farmers'' survey data in typical black soil areas of Heilongjiang Province. The results showed that the perceived value of farmers'' adoption of conservation tillage technology was the result of the trade-off between perceived benefits and perceived risks, and perceived benefits and perceived risks have positive and negative effects on the perceived value, respectively; perceived benefits and risks were composed of multiple dimensions. The impact of perceived benefits and risks on overall perceived benefits and risks of each dimension was as follows: perceived economic benefits>perceived ecological benefits>perceived social benefits, perceived technical risks>perceived economic risks>perceived situational risks; Perceived benefit, perceived risk and perceived value had direct and indirect impact on the willingness and behavior of farmers'' technology adoption. The impact of perceived benefit on perceived value and willingness of technology adoption was greater than that of perceived risk, but the impact of perceived risk on perceived behavior was greater than that of perceived benefit. In conclusion, some suggestions from the perspective of improving farmers'' awareness of benefits and reducing risk perceptions are put forward in this study to guide farmers'' adoption conservation tillage technology in the black soil area of Northeast China.