新时期北京农户绿色农业生产意愿及其提升路径研究——基于TAM和SEM的农户感知与政策因素影响分析

为推动北京地区绿色农业高效发展,了解广大农户的绿色农业生产意愿并寻求可靠提升路径意义重大。本研究借鉴技术接受模型的分析框架,将意愿的影响因素设计为农户感知和政策因素两大类,利用北京市10个区350个农户的调查数据,采用结构方程模型系统分析了农户感知与政策因素对农户绿色农业生产意愿的影响效果及其相互关系。感知有用性和政策响应对农户参与绿色农业生产意愿具有显著正向影响;感知易用性通过感知有用性的中介作用对意愿产生影响;政策执行力通过感知易用性、感知有用性和政策响应的中介作用对意愿产生影响。并对各因素的综合影响力进行了比较。基于以上分析,提出提升北京农户绿色农业生产意愿的路径建议：采取有效措施提升农户对发展绿色农业有用性和易用性的认知;科学合理设计有效政策,力求提升政策响应效果;强化政策执行落实,发挥政策应有效力。

Green Agricultural Production Willingness of Beijing Farmers and Its Promotion Paths in the New Period: Impact of Farmers’ Perceptions and Policy Factors Based on TAM and SEM

To promote the efficient development of green agriculture in Beijing, it is important to understand the willingness of farmers to green agriculture production and propose ways to promote it. This paper drew on the analytical framework of the technology acceptance model (TAM) and designed the influencing factors of willingness into two categories: farmers’ perception and policy factors. Using the survey data of 350 rural households in 10 districts of Beijing, the structural equation model (SEM) was used to systematically analyze the effects of farmers’ perceptions and policy factors on farmers’ willingness to green agriculture production and their relationship. The results show that: perceived usefulness and policy response have significantly positive impacts on farmers’ willingness to participate in green agriculture production; perceived ease of use affects the willingness through the mediating effect of perceived usefulness; and policy execution has an impact on the willingness through perceived ease of use, perceived usefulness and policy response. The comprehensive influence of each factor is compared. Based on the above analysis, path recommendations on enhancing Beijing farmers’ green agricultural production willingness are put forward: taking effective measures to improve farmers’ awareness of the usefulness and ease of use of developing green agriculture; scientifically formulating policies to improve their response effects; and strengthening the implementation of the policies and give full play to their effectiveness.