摘要
基于湖北和河南两省764户水稻和小麦种植户的实地调查数据,运用内生转换概率模型,在反事实框架下评估了新媒体在农技推广中的应用对农户生物农药采纳行为的影响效应,同时检验不同类型新媒体的作用差异,并进一步探讨其影响机制。研究发现:①新媒体使用对农户生物农药采纳行为具有显著的正向影响,表现为在反事实假设下,实际使用新媒体的农户若未使用新媒体,其生物农药采纳概率将下降26.5%,实际未使用新媒体的农户若使用新媒体,其生物农药采纳概率将提高32.9%。②不同类型新媒体对农户生物农药采纳行为的影响具有差异性,促进作用大小依次为短视频类、社交通信类和内容聚合类。③从群组差异性来看,新媒体对受教育程度较高、种植面积较小的农户生物农药采纳促进作用更大。④信息能力在新媒体影响农户生物农药采纳过程中起到中介作用。因此,建议完善农业技术信息传播机制,增加有效信息供给,加大信息技术的教育和培训力度,有序引导不同资本禀赋农户使用新媒体获取学习农业技术信息知识。
Based on the field survey data of 764 rice and wheat growers in Hubei and Henan provinces,this study uses an endogenous switching probit model to evaluate the impact of new media application on farmers’biopesticides adoption under a counterfactual framework.At the same time,the study examines the difference in the effects as to different types of new media,and further explores the influence mechanism.The following resultes are indicated.First,the use of new media has a significant positive impact on farmers’adoption of bipesticides.It showed that under counterfactual assumptions,if farmers who used new media had not used it,their biopesticides adoption probability would decrease by 26.5%,and if farmers who did not use new media had used it,their biopesticides adoption probability would increase by 32.9%.Second,different types of new media have different impacts on farmers’biopesticides adoption.The short video is found to have a larger impact on farmers’adoption of biopesticides than social communication,and content aggregation has less impact than the above two.Third,the promotion effects are particularly significant for farmers who have a higher education level and smaller farm land.Last,information capacity plays an intermediary role in the process of new media influencing the farmers’biopesticides adoption.Therefore,it is suggested to improve the agricultural technology information dissemination mechanism,increase the supply of effective information,reinforce information technology education and training,and orderly guide farmers with different capital endowments to use new media to acquire agricultural technology information knowledge.
作者
桑贤策
罗小锋
SANG Xiance;LUO Xiaofeng
出处
《华中农业大学学报（社会科学版）》
CSSCI
北大核心
2021年第6期90-100,190,共12页
Journal of Huazhong Agricultural University(Social Sciences Edition)
基金
国家自然科学基金面上项目“信息不对称、技术推广服务与稻农采纳行为:基于生物农药的理论与实证研究”(72073048)
农业农村部软科学项目“‘两减’目标实现后化肥农药减量潜力、模式选择与政策创新研究”(202007)。
关键词
新媒体
生物农药
信息能力
农业技术推广
内生转换概率模型
new media
biopesticides
information capacity
agricultural technology extension
endogenous switching probit model
