摘要
在数字经济时代,信息是影响农户行为的关键因素。作为重要信息获取渠道的社会网络、互联网使用对农户技术采纳行为产生深刻影响,但是二者在影响农户技术采纳行为过程中究竟存在互补关系还是替代关系尚未取得一致看法。文中以708个蔬菜种植户为调查对象,采用有序Probit模型,实证分析社会网络和互联网使用对农户绿色生产技术采纳行为的影响及其互动关系,并进行稳健性检验。结果表明:1)社会网络、互联网使用均对农户绿色生产技术采纳行为产生显著正向影响,且互联网使用的促进作用更大。2)互联网使用作为一种新型信息获取渠道,对社会网络影响农户绿色生产技术采纳行为具有一定替代作用。3)互联网使用与社会网络的互惠信任维度、网络规模维度在影响农户绿色生产技术采纳行为中分别呈现出替代与互补关系,而与来往频繁性维度交互项系数没有通过显著性检验。
In the era of digital economy,information is a key factor affecting farmers′behavior.As important information acquisition channels,social networks and the internet use have profound impacts on farmers′technology adoption behavior,but there is no consensus on whether the two have a complementary relationship or an alternative relationship in the process of influencing farmers′technology adoption behavior.Based on the survey data of 708 vegetable growers,this research employed the ordered Probit model to empirically analyze the effects of the two traditional and modern information acquisition channels,social network and the internet use,on farmers′green production technology adoption behavior and the alternative or complementary relationship between them,and performed a robustness test.The main conclusions are as follows:Firstly,social network and the internet use all have significant positive impacts on farmers′adoption of green production technologies,and the impact of internet use is more significant.Secondly,as a modern information acquisition channel,internet use shows an alternative relationship with social network in affecting farmers′adoption of green production technologies.Thirdly,the reciprocal trust dimension and social network scale dimension respectively show substitution and complementary relationships with internet use in affecting the green production technology adoption behavior of farmers,but the interaction term′s coefficient between the contact frequency dimension and internet use does not past significant test.
作者
马千惠
郑少锋
陆迁
MA Qianhui;ZHENG Shaofeng;LU Qian(College of Economics and Managemenl,Northwest A&F University,Yangling 712100,China)
出处
《干旱区资源与环境》
CSSCI
CSCD
北大核心
2022年第3期16-21,58,共7页
Journal of Arid Land Resources and Environment
基金
国家自然科学基金项目(71773093)资助。
