社会嵌入视角下农户保护性耕作技术采用行为研究——基于冀、皖、鄂3省668份农户调查数据

基于冀、皖、鄂3省5个市（县）22个村的668份农户调查数据，通过社会嵌入理论实证分析了影响农户保护性耕作技术采用行为的嵌入因素。结果表明:政府支持、农户认知和社会资本网络3个维度9个变量的“嵌入因素”对农户保护性耕作技术采用行为有显著影响。其中，政府政策宣传、项目扶持，农户生态、社会、经济价值认知，人际信任、制度信任、互惠规范和农户参与网络正向影响农户保护性耕作技术采用行为。对此，政府应提高对保护性耕作技术的重视程度，加大对保护性耕作技术的宣传力度，因地制宜构建有利于保护性耕作技术推广的社会嵌入环境，以有效促进农户积极采用保护性耕作技术。

Research on Farmers’ Conservation Tillage Technology Adoption Behavior from the Perspective of Social Embeddedness：Based on the Survey Data of 668 Farmers in Hebei， Anhui and Hubei Provinces

Based on the survey data of 668 farmers in Hebei, Anhui and Hubei provinces，this paper analyzed the embeddedness factors that influenced farmers’ adoption of conservation tillage technology in the light of social embeddedness theory. The results showed that the “embeddedness factors” of nine variables from three dimensions，namely， government support，farmers’ cognition and social capital network，had a significant influence on farmers’ adoption of conservation tillage technology. Among those factors under investigation, government policy publicity，farmers' cognition of ecological, social and economic values, interpersonal trust, institutional trust, reciprocity norms and farmers’ participation network had positive effects on farmers’ conservation tillage technology adoption. Thus, in order to facilitate farmers’ adoption of conservation tillage technology，government should raise awareness of the importance of conservation tillage technology，strengthen the publicity of conservation tillage technology，and support the construction of a social-embedding environment which is conducive to the promotion of conservation tillage technology according to local conditions.