基于TPB与SN的农户采用农业科技成果行为发生机理模型.pdfVIP

185 广东农业科学 2014 年第 17 期 基于TPB 与SN 的农户采用农业科技 成果行为发生机理模型 周 荣，涂国平，喻登科 (南昌大学理学院，江西南昌 330031) 摘 要:当前我国农民对新型科技成果的采用率仍旧较低，这限制了我国农业科技成果的转化与推广，因此促 进农户采用农业科技成果具有重要意义。在回顾计划行为理论(哑B)和社会网络理论(SN) 的基础上，将二者结合，提 出研究农业科技成果采用行为发生机理的新思路。依据TPB 理论，提出态度、主观规范、感知的行为控制 3 要素对农 业科技成果采用行为意愿产生影响的假设;基于 SN 理论，从社会网络 3 要素，网络密度、网络中心性、与关键角色的 路径长度角度出发，提出其对农业科技成果采用行为意愿的产生及其向行动的转化过程均起到中介作用的假设。最 后，根据假设，构建农户采用农业科技成果行为的发生机理的理论框架模型。 关键词:计划行为理论;社会网络;农户;农业科技成果;机理 中固分类号:F325.2 文献标iR码:A 文章编号:1 ∞4-874X(2014) 17-0185-06 Mechanism model of farmers behaviors 00 adoptiog sci-tech achievemeots io agriculture based 00 TPB aod SN ZHOU Rong , TU Guo-ping, YU Deng-ke (School 0/ Sciences , Nanc阳ng University, Nanchang 33∞31 ， China) Abstract: Nowadays , the adoption rate of sci -tech achievements in agriculture by Chinese farmers is low , and it restricts the transformation and promotion of the agricultural sci -tech achievements , so it is of importance to advance the farmers to adopt agricultural sci-tech achievements. Based on the TPB and SN, a new thought to research agricultural sci- tech achievements adoption behaviors is put forward. Furthermore , some hypotheses about the influences from attitude, su均ective norm and perceived behavior control to 唔ricultural sci-tech achievements adoption will are advanced based on TPB , and other hypotheses about mediating effects from network density , network centrality and path length of key roles to generation of agricultural sci -tech achievements adoption will and its transformation process into action are studied