| 马千惠,郑少锋.信息获取渠道对农户绿色防控技术采纳行为的影响[J].西北农林科技大学学报(社会科学版),2023,23(3):109~119 |
| 信息获取渠道对农户绿色防控技术采纳行为的影响 |
| The Impact of Information Acquisition Channels on Farmers’ Green Control Technology Behavior |
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| DOI： |
| 中文关键词: 信息获取 农户 绿色防控技术 有序Probit 模型 |
| 英文关键词:information acquisition farmer green control technology ordered probit model |
| 基金项目:国家自然科学基金项目(71773093) |
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| 摘要点击次数: 291 |
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| 中文摘要: |
| 利用775个蔬菜种植户的实证数据,采用有序Probit模型、分组回归法、Heck Probit模型以及双变量Probit模型,以生物防治技术和物理防治技术采纳情况表征农户绿色防控技术采纳行为,实证分析信息获取渠道对农户绿色防控技术采纳行为的影响以及信任及其不同维度的调节效应,并进行稳健性检验和异质性分析。研究发现:(1)组织渠道、人际渠道、现代媒介渠道对农户绿色防控技术采纳行为具有显著正向影响,传统媒介渠道的影响不显著。(2)组织渠道、人际渠道对农户绿色防控技术采纳决策具有积极促进作用,现代媒介渠道对农户绿色防控技术采纳程度具有正向激励作用。(3)信任在人际渠道和现代媒介渠道对农户绿色防控技术采纳行为的影响中均发挥调节作用,而对组织渠道的调节效应不显著。此外,信息信任和人际信任的调节效应存在差异。(4)人际渠道和现代媒介渠道分别对生物防治技术和物理防治技术采纳决策发挥显著促进作用,组织渠道对上述两种技术采纳决策均具有显著正向影响。据此,提出政府应重视不同信息获取渠道的差异化影响,为农户技术采纳提供多种有效的信息传播交流方式等政策建议。 |
| 英文摘要: |
| Based on the empirical data of 775 vegetable growers,employing the ordered probit model,the group regression method,the heckprobit model and the bi Probit model,this study uses biological control technology and physical control technology to characterize farmers’ adoption of green control technology and empirically test the influence of information acquisition channels on farmers’ green control technology adoption behavior and the moderating effect of farmers’ trust and its dimensions on the relationship between the information channel and the green control technology behavior.Further,the robustness test and heterogeneity analysis is carried out.The main conclusions are as follows:Firstly,organizational channels,interpersonal channels and modern media channels have significant positive impact on farmers’ adoption of green control technologies while the effect of traditional media channels is not significant.Secondly,organizational channels and interpersonal channels have a positive role in promoting farmers’ decision making on the adoption of green control technologies,while modern media channels have a positive incentive effect on farmers’adoption degree of green control technologies.Thirdly,the level of farmers’ trust plays a positive moderating effect on the influence of interpersonal channels and modern media channels on farmers’ green control technology adoption behavior,while the moderating effect on organizational channels is not significant.In addition,there are differences in the moderating effects of the two dimensions of trust,information trust and interpersonal trust.Fourthly,interpersonal channels have a significant positive impact on farmers’ decision to adopt biological control technology and modern media channels have a significant influence on physical control technology,while organizational channels have a significant positive impact on the above two technologies. Based on this,it is proposed that the government should pay attention to the differentiated influence of information acquisition channels,and provide policy suggestions for farmers to adopt rich and effective information dissemination methods. |
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