SOCIAL INTERACTION,INFORMATION ABILITY AND GROWERS'ADOPTION OF FERTILIZER REDUCTION AND EFFICIENCY IMPROVEMNT TECHNOLOGY——FROM THE PERSPECTIVE OF INTERNET INFORMATION TECHNOLOGY POPULARIZATION
The green and low-carbon transformation of agriculture is an important issue to be solved urgently during the"14th Five-Year Plan"period.However,problems such as uncontrollable expected risks and unknowable expected benefits caused by poor information restrict the improvement of farmers' green production level in practice.Combining with the current background,it is of great significance to explore the influence of farmers' social interaction and information ability on their green production for efficient guidance of farmers' green production.Based on the perspective of social embedding theory and information theory,using the field survey data of 333 apple growers in Shaanxi province and Ordered Probit model,this paper empirically analyzed the influence of social interaction and information ability of apple growers on their adoption of fertilizer reduction and efficiency improvement technology under the background of Internet popularization.The results were showed as follow.(1)Social interaction had significantly stimulated the adoption of fertilizer reduction and efficiency increase technology by apple growers,both on the adoption of single and multiple technologies.The conclusion was still valid after the endogeneity problem was overcame by conditional mixed estimation method.(2)Mechanism analysis showed that information ability played a partial mediating role in the influence of social interaction on the decision-making process of apple growers' technology adoption.(3)Heterogeneity analysis showed that social interaction in male group had a more significant promoting effect on technology adoption than that in female group,and social interaction in elderly group had a more significant promoting effect on technology adoption than that in young and middle-aged group.Therefore,we should enhance the social interaction among apple growers,continuously improve the information ability of apple growers,bridge the information gap in their technology adoption practice,improve the adoption level of fertilizer reduction and efficiency increase technology,and effectively promote the green transformation of apple industry.
social interactioninformation abilityfertilizer reduction and efficiency improvement technologyap-ple growersInternet use
NETL
NSTL
万方数据
