关键词: 水稻直播技术, 采纳意愿, TAM模型, 结构方程模型

Abstract:

Farmers as adopters of rice direct seeding technology, their adoption attitude and willingness are directly related to the effective promotion. According to the survey data of 312 farmer households in three major rice cultivation counties in Hunan province, using the technology acceptance model analysis framework, the structural equation model was used to empirically analyze the willingness and influencing factors of farmers' adoption of rice direct seeding technology. The results showed that farmers' willingness to adopt rice direct seeding technology is directly and positively affected by factors, such as perceived usefulness, perceived ease of use and adopting attitudes. At the same time, it was indirectly positively affected by other factors, such as adoption conditions and social influences. Among them, perceived ease of use and social influences are the most important psychological factors and external factors, respectively. According to this, we should aim at the actual demand of farmers from the actual situation of rice production in Hunan province, through the research and development of simple, practical and efficient technology, reconstruct the technology diffusion social network, improve the service ability of agricultural science and technology, and take the digital innovation service as the means, and promote the effective popularization of rice direct seeding technology.

Key words: rice direct seeding technique, adopting willingness, TAM model, structural equation model