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

摘要：

农户作为水稻直播技术的采纳者，他们的采纳态度与意愿直接关系水稻直播技术的有效推广。依据湖南省3个水稻种植大县的312个农户调查数据，借助技术接受模型分析框架，采用结构方程模型实证分析了农户采纳水稻直播技术的意愿及影响因素。结果显示，农户采纳水稻直播技术意愿受到感知有用性、感知易用性、采纳态度等因素的直接正向影响，同时受到采纳条件、社会影响等因素的间接正向影响，其中，感知易用性、社会影响分别是最重要的心理因素和外部因素。据此，应该从湖南水稻生产的实际情况出发，瞄准农户的实际需求，通过研发简便实用高效技术、重构技术扩散社会网络、提升农业科技服务能力，以数字化创新服务为手段，促进水稻直播技术的有效推广。

关键词: 水稻直播技术, 采纳意愿, TAM模型, 结构方程模型