花生学报2023，Vol.52Issue(4)：79-89,11.DOI:10.14001/j.issn.1002-4093.2023.04.010
技术采纳视角下农户高油酸花生品种选择行为研究
Research on Farmers'Selection Behavior of High Oleic Acid Peanut Varieties from the Perspective of Technology Adoption
摘要
Abstract
Under the background of structural reform of agricultural supply side,the breeding and promotion of high oleic acid peanut varieties are strongly supported all over the country and major peanut production areas,which is of great significance for guarantee the development of the national economy and ensuring national grain and oil security.The UTAUT theory was adopted to construct a theoretical model for the selection behavior of high oleic acid peanut varieties among farmers in Henan Prov-ince,so as to systematically study the factors that affect farmers'willingness and behavior to choose high oleic acid peanut varieties,and to conduct empirical analysis.The results showed that health awareness and infor-mation awareness had a positive impact on the willingness to choose high oleic acid peanut varieties,while risk awareness had a significant negative impact.The interaction between high oleic acid peanut variety selection intention,high oleic acid peanut variety selection intention,and community influence has a significant positive impact on high oleic acid peanut variety selection behavior.The selection behavior of high oleic acid peanut va-rieties has a significant positive impact on performance expectations.关键词
高油酸花生/农户/品种选择/UTAUT模型Key words
high oleic acid peanut/peasant household/variety selection/UTAUT model分类
农业科技引用本文复制引用
韩艳红,郭振超,杨海棠,胡延岭,刘软枝,石彦召,李盼,于沐,朱桢桢,时运岭..技术采纳视角下农户高油酸花生品种选择行为研究[J].花生学报,2023,52(4):79-89,11.基金项目
河南省重大专项(豫科计[2015]141100110600) （豫科计[2015]141100110600）
郑州市科技惠民计划项目(2020KJHM0037) （2020KJHM0037）
