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互联网使用对苹果种植户绿色生产技术采纳行为的影响

Influence of the Use of Internet on Apple Growers′ Adoption of Green Production Technology

  • 摘要: 基于陕西、甘肃和山西三省612份苹果种植户实地调研数据,采用中介效应模型对互联网使用影响苹果种植户绿色生产技术采纳决策和采纳强度的路径进行实证分析,研究根据互联网在苹果种植户的使用过程中可能发挥的作用将具体影响路径分为3条,分别为风险感知路径、信息获取路径和社会互动路径,以期通过阐明互联网的应用对农户绿色生产的影响机制,补充互联网背景下提高农户绿色生产水平的对策建议。结果表明:整体上互联网的使用对于苹果种植户作出采纳绿色生产技术的决策和进一步的具体采纳强度均具有显著正向影响,其中分路径研究表明,3条路径对苹果种植户绿色生产技术的采纳决策和采纳程度均具有显著促进作用;在苹果种植户的采纳决策模型中,“风险感知”路径对采纳决策的作用效果最为明显,“信息获取”路径的影响效果次之,在苹果种植户的采纳程度模型中,“信息获取”的作用效果最为明显,“风险感知”路径的影响效果次之,“社会互动”路径在采纳决策和采纳程度模型中的作用效果都较小。

     

    Abstract: Based on the survey data of 612 apple growers′ samples in Shaanxi, Gansu and Shanxi Province, mediation model was used to empirically analyze the effects of the use of internet on apple growers′ adoption decisions and adoption intensity of green production technology.According to the possible role of the internet in the use process of apple farmers, the research divided the specific influence paths into three, which were risk perception path, information acquisition path and social interaction path, hoping to supplement the countermeasures and suggestions to improve farmers′ green production level under the background of internet by clarify the impact mechanism of internet application on farmers′ green production.The results showed that internet use had a significant positive impact on the decision and intensity of apple growers′ adoption of green production technology on the whole.The results of the divided path study showed that the three paths had a significant positive impact on the decision and degree of apple growers′ adoption of green production technology.Among them, in the apple growers′ adoption decision model, the path of ‘risk perception’ had the most significant effect on adoption decision, followed by the path of ‘information acquisition’.In the apple growers′ adoption degree model, the path of ‘information acquisition’ had the most significant effect, followed by the path of ‘risk perception’.The ‘social interaction’ path had less effect on adoption decision and adoption degree model.Based on the empirical results of this study, should realize the importance of the effective application of the internet for apple growers to adopt green production technology.

     

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