通过回顾以往文献可以发现，从心理机制层面来探究影响农户采纳可持续技
术意愿的文献较少，而且国内外学者多是采用 logistic 等计量经济模型。基于此，
本文以技术接受模型为基础，从心理机制层面探索农户对可持续农业技术采纳意
愿的影响因素，构建了农户可持续农业技术采纳意愿模型，并利用对山东省农户
问卷调查数据，运用结构方程模型检验了模型各变量之间的因果关系，以期为政
府、农业企业等推广组织提出相应营销建议。实证研究表明：感知有用性和社会
影响对农户可持续农业技术采纳意愿有直接正向影响；便利条件对农户可持续农
业技术采纳意愿有直接和间接正向影响；感知易用性和信任对农户可持续农业技
术采纳意愿有间接正向影响；对可持续农业技术采纳意愿影响效果大小依次为便
利条件、感知有用性、社会影响、信任、感知易用性。
本文的创新之处在于：（1）本文从心理机制层面探讨了影响农户可持续农
业技术采纳意愿的影响因素，建立了农户可持续农业技术采纳意愿的模型。（2）
与以往采用定性或 logistic 模型的研究方法不同，本文运用结构方程模型方法对
建立的农户可持续农业技术采纳意愿模型进行了验证分析。
关键词 可持续农业技术；技术接受模型；信任；农户采纳意愿青 岛 理 工 大 学 管 理 学 硕 士 学 位 论 文
II
ABSTRACT
With the development of society, natural resources are becoming less and less,the
environment pollution is becoming more and more serious, the traditional agricultural
technology inevitably has a negative effect, therefore, it is very important to
strengthen the promotion of sustainable agricultural technology and promote the
adoption of sustainable agricultural technology. In recent years, government, research
institutions and agricultural enterprises, professional cooperatives and other
promotion groups have realized the importance of technology promotion, and actively
take measures to promote farmers' adoption of sustainable agricultural technology
from economy, system etc.. However, from a practical point of view, the promotion
effect of sustainable agricultural technology in our country is not good, sustainable
agricultural technology adoption willingness of farmers is still low. Investigate its
reason, related organizations can not fully grasp the farmers' psychological, because
the farmers’heart activity largely determines the farmers’choice of technology.
There are little literature from the perspective of psychological mechanism to
explore the farmers' adoption of sustainable technology adoption intention, and the
domestic and foreign scholars have mostly used the logistic econometric
model.Therefore, this research takes the user technology acceptance model as the
basis, discusses the influence of the factors influencing farmers to adopt sustainable
agricultural technology from the aspect of psychological mechanism,constructs the
sustainable agricultural technology of farmers' adoption willingness model, uses
survey data of Shandong province farmers and uses structural equation model to test
the causal relationship between the variables of the model, in order to put forward the
corresponding marketing suggestions to the government, agricultural enterprises and
other organizations.The empirical research shows that: perceived usefulness and
social effect has a direct and positive impact on Sustainable Agriculture
Technology of farmers' adoption willingness; convenient conditions have a direct
and indirect positive effect on sustainable agriculture technology of farmers'
adoption intention; perceived ease of use and trust for sustainable agricultural
technology adoption willingness of farmers has indirect positive effect; according to
sustainable agricultural technology adoption effect will sort,the sequence is
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