| 摘要: |
| 基于对河南1 994份农户的调研数据，运用结构方程模型，研究了信任格局和服务外包对农户农业绿色生产技术采纳的影响作用及其传递机制。结果表明:1)农户信任由特殊信任和普遍信任构成，其中加强农户与村集体、乡县级政府间的信任能够显著提高农户特殊信任水平，且表现出特殊信任对农业绿色生产技术采纳行为的正向促进特征，而农户普遍信任则没被验证有效；2)农户服务外包对其绿色生产技术采纳产生了直接的正向效应，且在服务外包的作用机制下，特殊信任对绿色生产技术采纳的正向影响得到强化，而在农户普遍信任中未显示出服务外包的中介效应；3)对不同类型农户的多群组分析还显示，农户特殊信任对农业绿色生产技术采纳的影响因其是否兼业而产生差异，但一旦选择了服务外包，不论农户是否兼业，也不论其信任关系和水平如何，“迂回”采纳绿色生产技术的作用效果显著提升。因此，为促进农户对农业绿色生产技术的采纳，应加快构建高度信任的社区环境，提高农户社会信任水平，培育农业生产性服务市场，完善农业技术推广模式。 |
| 关键词: 特殊信任 普遍信任 服务外包 农业绿色生产技术采纳 |
| DOI：10.11841/j.issn.1007-4333.2022.11.22 |
| 投稿时间：2022-02-10 |
| 基金项目:国家社会科学基金(21BJY186) |
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| How does farmers' trust affect the adoption of green production technology in agriculture: Based on the intermediary effect of service outsourcing |
|
ZHANG Gaiqing1,XIE Xiuli1,ZHANG Jianjie1*,ZHANG Kunyang2
|
| (1.Agricultural and Rural Development Research Center, Henan University of Economics and Law, Zhengzhou 450046, China;2.College of Economics and Management, China Agricultural University, Beijing 100083, China) |
| Abstract: |
| Based on a questionnaire survey of 1 994 farmers' in Henan Province, the impact of trust pattern and service outsourcing on farmers' adoption of agricultural green production technology and its transmission mechanism are investigated by using a structural equation model. The results show that: 1)The trust of farmers is composed of special trust and general trust, among which strengthening the trust between farmers and village collectives, township and county governments can significantly improve the level of special trust of farmers, and display the positive promoting characteristics of special trust to the adoption of agricultural green production technology, while the general trust of farmers is not validated; 2)The service outsourcing of farmers has a direct positive effect on the adoption of green production technology, and under the mechanism of service outsourcing, the positive effect of special trust on the adoption of green production technology is strengthened. However, the intermediary effect of service outsourcing is not shown in the general trust of farmers; 3)The results of multigroup analysis of different types of farmers also show that the effect of farmers' special trust on the adoption of green production technology is different due to whether they are engaged in the part-time employment or not. But once they choose service outsourcing, the effect of adopting green production technology by “circuitous” increases significantly, regardless of whether the farmers are engaged in the part-time employment or not, and regardless of their trust relationship and level. Therefore, in order to promote the adoption of agricultural green production technology, we should speed up the construction of community environment with high trust, improve the social trust level of farmers, cultivate the agricultural productive service market, and perfect the extension model of agricultural technology. |
| Key words: special trust general trust service outsourcing adoption of green production technology in agriculture |
