摘要
推广农业技术已经成为农产品区域公用品牌建设的重要内容。基于陕西省672户区域公用品牌猕猴桃种植户的调查数据,利用TPB模型和Biprobit模型分析了区域公用品牌农产品生产农户生物防治技术采纳行为的影响因素,得到以下结论:第一,农户生物防治技术采纳意愿和采纳行为符合TPB理论模型,两者为弱正向相关关系;第二,农户对生物防治技术认知特征显著促进农户采纳生物防治技术的意愿和行为,对生物防治技术的了解和需求、认为生物防治技术有用并能够掌握,是提升农户技术采纳意愿和行为的重要因素;第三,技术推广主体和推广手段对农户生物防治技术采纳意愿和行为的影响有差异,农民经济合作组织仅提高了农户生物防治技术采纳意愿,现代农业示范园仅促进农户生物防治技术采纳行为,农技人员田头指导也只能增强农户生物防治技术采纳意愿,但技术培训对农户生物防治技术采纳意愿和行为均有显著影响。以此为基础,提出促进农产品区域公用品牌地区农业技术推广的对策建议。
Promoting the use of agricultural technology is vitally important in building regional public brands of agricultural products.Based on the survey data of 672 kiwifruit(a regional public brand)growers in Shaanxi Province,using TPB and Biprobit models,this paper analyzed factors that influence farmers’biotechnology adoption behavior.The study concludes:(1)farmers’biotech adoption willingness and behavior are consistent with the TPB theoretical model,presenting a weak positive correlation;(2)farmers’cognitive characteristics of biotechnology significantly promote their willingness and behavior to adopt biotechnology;their knowledge about and demand for biotech,which is believed to be useful and easy to master,are the key factor to enhance farmers’willingness to accept it and encourage them to take action;(3)the promoter and means of technology promotion have different effects on farmers’willingness and behavior.Farmers’economic cooperative organizations only increase farmers’willingness,modern agricultural demonstration farms only promote their behavior,technicians’field guidance may also only strengthen their willingness,but technical training has a significant impact on both farmers’willingness andbehavior.On the basis of these findings,the paper has made some corresponding proposals for promoting the application of agricultural technology in the public brand areas of agricultural products.
作者
程杰贤
郑少锋
郑嘉琳
CHENG Jiexian;ZHENG Shaofeng;ZHENG Jialin
出处
《江汉大学学报（社会科学版）》
2020年第1期55-68,126,127,共16页
Journal of Jianghan University(Social Science Edition)
基金
国家自然科学基金面上项目“现代通讯技术使用对农户市场参与行为及绩效影响机制研究——基于交易成本视角”(71773093)
西北农林科技大学基本科研人文社会科学重点项目“区域果品生产质量自组织控制有效性及其运行机理研究”(Z109021414)
南昌师范学院人文社科项目“江西农业供给侧结构性改革研究:农民经济组织与农产品质量安全”
