| The excessive and blind application of chemical fertilizer is one of the important factors restricting the green development of agriculture in China.How to solve this problem has become the focus of attention from all walks of life.Soil testing and formula fertilization technology,as a scientific fertilization technology of "what is lacking with what,how much is lacking with how much",shows unique advantages in saving cost,increasing efficiency,protecting the environment.It is supposed to be the key force to promote the replacement of fertilizer reduction and realize the green development of agriculture.However,after years of promotion,the soil testing and formula fertilization technology still faces the embarrassing situation of low awareness of farmers and low technology adoption rate.Throughout the relevant existing literature,most of them make static analysis of farmers’ adoption of soil testing and formula fertilization technology.They ignore the phased characteristics of technology adoption,and regard the first adoption and the continuance adoption as the same behavior.In different stages,the mechanism of farmers’ technology adoption is not the same,and has different main influence factors.If the farmer households’ technology adoption is not differentiated in stages in the actual research,the research conclusion drawn from this is bound to be biased,and it cannot provide due help to the optimization of the existing agricultural technology promotion policies.In view of this,this paper took rice farmers in the middle and lower reaches of the Yangtze River as the research object,based on microscopic survey data,and used soil testing and formula fertilization technology as the representative of agricultural green production technology,comparative analysis of sample rice farmers’ link cognition and the whole cognition of soil testing and formula fertilization technology,respectively discussed the occurrence mechanism of first adoption and continuance adoption.Furthermore,it conducted an in-depth analysis of the key factor affecting the continuance adoption--disconfirmation.Finally,policy suggestions were put forward to promote the first adoption and continuous application of green production technology for rice farmers.The main conclusions of this paper are as follows:(1)There is a deviation between the overall cognition and the link cognition of rice farmers on the soil testing and formula fertilization technology.In terms of overall cognition,only 26.88% of rice farmers have a good or relatively good understanding of the soil testing and formula fertilization technology.In terms of link cognition,rice farmers have the highest degree of understanding of soil measurement,supply and fertilizer distribution,with the knowledge ratio of 61.63%,45.25% and 33.62%,respectively.Moreover,they have formed a relatively accurate cognition of soil measurement,formula and supply.However,there is still some cognitive bias in rice farmers towards the soil testing and formula fertilization technology.Based on the classification of the types of rice farmers,about 21.65%～40.04% of the sample rice farmers have cognitive bias,and it is found that the cognitive bias will reduce the level of usefulness and ease of use of the soil testing and formula fertilization technology.(2)There is significant differences between the sample of the first adoption and the continuans adoption of soil testing and formula fertilization technology.Based on the micro-data of 822 rice farmers in Hubei,Zhejiang and Jiangxi provinces in 2018,the adoption rates of soil testing and formula fertilization technology was 64.60%.Compared with previous studies,the popularization and application of soil testing and formula fertilization technology in the sample area are better.After considering the phased characteristics of technology adoption,it is further subdivided into four categories: continuance adoption,first adoption,early adoption but now unused,and never adoption.The corresponding sample proportions are 39.42%,25.18%,9.73%,and 25.67%,respectively.From the perspective of sample distribution,there are obvious differences in the proportion of samples adopted in different stages.Further,according to the independent sample T-test results,there is a significant difference between the two types of samples of the first adoption and the continuance adoption.(3)Service supply and technology cognition have a significant impact on the first adoption of rice farmers’ soil testing and formula fertilization technologyAnnouncement of soil test results,acquisition of formula fertilizer,fertilization advice card,recognition of the importance of soil testing and formula design cognition have a significant positive effect on the first adoption of soil testing and formula fertilization technology.Among them,announcement of soil test results,acquisition of formula fertilizer,and fertilization advice card belong to the service supply,recognition of the importance of soil testing,formula design cognition belongs to the technology cognition.Further calculation of the average marginal effect of each variable shows that the top three are the fertilization advice card,acquisition of formula fertilizer and announcement of soil test results,indicating that compared with the technology cognition,the service supply has a more significant impact on the first adoption of rice farmers.The influence of related variables in different sample groups based on the age of the head of household,education level and main income source of the family shows some differences.It also indirectly confirms that cognitive bias will have an impact on rice farmers’ first adoption through the perception of technological ease of use and usefulness.(4)Rice farmers’ continuance adoption of soil testing and formula fertilization technology is affected by factors such as disconfirmation.Facilitating conditions and continuance intention use have direct effect on the continuance adoption behavior of soil testing and formula fertilization technology.Economic dimension disconfirmation,environmental dimension disconfirmation,economic dimension post-usage usefulness,satisfaction and self-efficacy have indirect effects on the continuance adoption behavior of soil testing and formula fertilization technology.In terms of the influence degree of each latent variable,the direct effect and the total effect of continuance intention is the largest,and the indirect effect of economic dimension disconfirmation is the largest.Furthermore,the age of household head,education level,cultivated land quality and technical training were taken as the adjustment variables,and the coefficient sizes of some paths are significantly different,indicating that the above variables have a moderating effect on the continuance adoption behavior of soil testing and formula fertilization technology.(5)Quality of agricultural technology extension services and scientific fertilization cognition have a significant effect on the disconfirmation of soil testing and formula fertilization technology.After subdividing the disconfirmation into two aspects: economic dimension disconfirmation and environmental dimension disconfirmation,it is found that the economic dimension disconfirmation is mainly affected by the agricultural technology extension service quality and scientific fertilization cognition,including the timeliness of announcing soil test results,formula adjustment,regulation of fertilizer market,convenience of technical consulting,the necessity of using trace elements and recognition of fertilizer differentiation.The disconfirmation of the environmental dimension is only significantly affected by the quality of agricultural technology extension services,including the timeliness of announcing soil test results,regulation of fertilizer market and convenience of technical consulting.It can be seen that the quality of agricultural technology extension service plays an important role in improving the level of disconfirmation ofsoil testing and formula fertilization technology.Meanwhile,the formation of scientific fertilization cognition has significant effects on improving the level of disconfirmation of economic dimension in rice farmers. |
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