社会网络、信息成本与农户生态耕种采纳意愿

为掌握社会网络、信息成本对农户生态耕种采纳意愿的影响规律,以江西省2 068户农户调查数据为样本,运用二元Probit模型,对社会网络、信息成本对农户生态耕种采纳意愿的影响进行了实证分析,并引入交互项检验社会网络对信息成本的调节作用。结果表明:1)社会网络对农户生态耕种采纳意愿有正向影响,而信息成本对农户生态耕种采纳意愿有负向影响,社会网络能够调节信息成本的抑制作用。2)除上述影响因素以外,农户生态耕种采纳意愿还受到性别、年龄、文化程度、耕种面积、非农收入比重的影响。因此,一方面,应加强农村社会网络建设,在推进各类信息交流平台建设的同时,借助各类合作社或家庭农场(专业种植大户)的示范作用提升农户的生态耕种意愿;另一方面,应加大各类生态耕种技术的宣传推广力度,有效地降低农户对相关信息的获取成本。

Social network,information cost and the influence of farmers' willingness to adopt ecological farming

In order to understand the influence of social network and information cost on farmers'' willingness to adopt ecological farming,based on the survey data of 2 068 households in Jiangxi Province,An empirically analyses was conducted by the binary Probit model,An interaction term was introduced to test the moderating effect of social network on information cost.The results showed that:1) The social network had positive impact on the willingness of farmers to adopt ecological farming,while the information cost displayed negative impact on the willingness of farmers to adopt ecological farming,and the social network could regulate the inhibitory effect of information cost.2) In addition to the above influencing factors,farmers'' willingness to adopt ecological farming was also influenced by gender,age,education level,cultivated area and proportion of non-agricultural income.Therefore,on the one hand,the construction of rural social network should be strengthened.The demonstration role of various cooperatives or family farms (large professional growers) should be used to improve farmers'' ecological farming willingness when promoting the construction of various information exchange platforms.On the other hand,the publicity and promotion of various ecological farming technologies should be strengthened to effectively reduce the cost for farmers to obtain relevant information.