【摘要】 [目的]以测土配方施肥技术为例,侧重于农户心理机制分析农户对环境友好型技术采纳意愿的影响因素,以期为促进环境友好型技术推广的政策制定提供参考。[方法]文章基于技术接受模型理论,运用江西省8县554户农户调查数据,借助结构方程模型对农户环境友好型农业技术采纳意愿的影响因素进行实证分析。[结果]效果展示对农户采纳意愿影响最为显著,且通过感知有用性和感知易用性对农户意愿产生正向影响;感知易用性和感知有用性是影响农户意愿的重要因素,且感知易用性对感知有用性能够产生正向影响;社会影响对农户采纳意愿和感知易用性有显著正向影响,但对感知有用性的影响作用不显著;采纳条件对农户感知有用性、易用性都没有显著性的影响,但对采纳意愿具有显著的负向影响作用。[结论]重视技术的效果展示,提升农户对环境友好型技术成效的认可程度;开发简捷易行的使用方法并加大宣传力度,提升农户对环境友好型技术的易用性和有用性感知;改善技术采纳条件,创新技术推广机制。更多还原

【Abstract】 Taking soil testing and formula fertilization technology as an example,this paper focuses on the psychological mechanism of farmers to analyze the influencing factors of farmers′willingness to adopt environmentally friendly technology,hoping to provide reference for policy making to promote the promotion of environmentally friendly technologies.Based on TAM (Technology Acceptance Model),using the survey data of 554farmers from 8 counties in Jiangxi province,the structural equation model was used to conduct empirical analysis on the factors affecting farmers′willingness to adopt environmentally friendly technology.The results showed that the effect display had the most significant impact on farmers′willingness to adopt,and had a positive impact on farmers′willingness through the perceived usefulness and the perceived ease of use.The perceived usefulness and the perceived ease of use were also important factors,and the perceived ease of use had a positive impact on the perceived usefulness.The social influence had a significant positive impact on farmers′willingness to adopt and the perceived ease of use,but had no significant impact on the perceived usefulness.Furthermore,the adoption conditions had no significant impact on the perceived usefulness and the perceived ease of use,but had a significant negative impact on farmers′willingness to adopt.Therefore,We can further promote soil testing and formula fertilization technology from the following aspects:pay attention to the effect display of technology,enhance the recognition degree of farmers to the effect of environmentally friendly technology,develop an easy-to-use method and increase publicity,improve farmers′ease of use and usefulness perception of environmentally friendly technology,and improve technology adoption conditions and innovate technology promotion mechanism.更多还原