基于SEM的农户测土配方施肥技术采纳意愿及其影响因素研究

测土配方施肥技术可以促进农业节本增效，提高农户科学施肥水平，改善农业生产环境。然而，目前存在农户认知不明确、政府推广机制不健全、配套服务不完善等问题，使得测土配方施肥技术的入户采纳率有待提高。为更有效地推广测土配方施肥技术，以江西省277个农户调查数据为依据，通过农户采纳意愿、感知有用性、感知易用性、主观规范、便利条件、结果展示、农户特征为潜变量，利用结构方程模型（SEM）定量化地探究农户主观意识及环境背景对农户测土配方施肥技术采纳意愿的影响。结果表明：感知有用性、感知易用性与主观规范是影响农户采纳意愿的关键因素，影响程度排序为感知易用性（0.431）>感知有用性（0.325）>主观规范（0.266）；结果展示和农户特征对感知有用性与感知易用性具有显著的正向影响；便利条件对感知易用性具有显著的正向影响。基于上述研究结果，本文从农户引导、政府扶持、技术创新与评价体系构建这四方面提出进一步推广测土配方施肥技术的建议。

Analysis of Influencing Factors on Farmer’s Willingness to Adopt Soil Testing and Formula Fertilization Technology Based on SEM

Soil Testing and Formulated Fertilization Technology can promote the cost saving and efficiency of agricultural, improve the level of farmers’ scientific fertilization, and purify agricultural production environment. However, there are still some problems that make the adoption rate of Soil Testing and Formulated Fertilization Technology to be further improved, such as farmers’ unclear cognition, unsoundness of the government extension mechanism, imperfect supporting services, etc. In order to more effectively promote the Soil Testing and Formulated Fertilization Technology, this study is based on the survey data of 277 farmers in Jiangxi Province, using Structural Equation Modeling (SEM) to quantitatively explore the impact of farmers’ subjective awareness and environmental background on farmers’ willingness to improve the adoption rate of Soil Testing and Formulated Fertilization Technology. In SEM, latent variables including the farmers’ willingness to adopt, the perceived usefulness, the perceived ease of use, the subjective norms, the convenience conditions, the results display, and household characteristics. The results show that the perceived usefulness, the perceived ease of use, and the subjective norms are the key factors affecting farmers’ willingness to adopt; the degree of influence is ranked as the perceived ease of use (0.431)> the perceived usefulness (0.325)> the subjective norms (0.266); the results display and farmer characteristics have significant positive impact on the perceived usefulness and the perceived ease of use; the convenience conditions have a significant positive impact on the perceived ease of use.Based on the above research results, we could further promote the Soil Testing and Formulated Fertilization Technology from the four aspects of the farmer guidance, the government support, the technological innovation and the evaluation system construction.