| In recent years,agricultural non-point source pollution has intensified and rural ecological environment has been destroyed repeatedly.The development of eco-friendly agriculture has become an important way to reduce agricultural non-point source pollution,increase the supply of high-quality eco-agricultural products,and implement the rural vitalization strategy.On the basis of the continuous emphasis on green development,Document No.1 of the Central Committee in 2018 proposed that small farmers should be supported to develop ecological agriculture and be introduced into the trajectory of modern agriculture.In the agricultural system dominated by small-peasant production in China,the adoption of ecological agriculture by farmers,as the subject of production and management,is the basis for the ecological transformation of agriculture in China.Agricultural technology diffusion system has an important impact on farmers' adoption of technology has become a consensus in the academic community.As the last link of connecting technology adopters in the technology diffusion system,the technology diffusion channel is an important bridge between the new technology or the new achievements of agriculture and the farmers' production,which determines whether the advanced technology of agriculture can be successfully transformed into the actual productivity.Therefore,in the spreading process of eco-agricultural model,the influence mechanism of agricultural technology diffusion channel on farmers' adoption of eco-agricultural model is worthy of further study and systematic analysis.What is the status of farmers' adoption of eco-agricultural model? Can improving the channels of agricultural technology diffusion effectively enhance farmers' enthusiasm and efficiency in adopting eco-agricultural models? If so,what is the specific mechanism of the impact? The research on the above problems will help us to understand the farmers' adoption behavior of ecological agriculture and innovate the diffusion mechanism of eco-agriculture technology,which has positive practical significance for giving full play to the ecological agriculture's function of restoring ecological environment and increasing farmers' income.Based on the theory of agricultural technology diffusion,the theory of agricultural technology choice,the theory of farmers' behavior and the theory of rational small-scale farmers,this paper takes the ecological breeding model of rice and shrimp in the middle and lower reaches of the Yangtze River as the research object.An analytical framework of "technology diffusion channel-adoption intention-adoption behavior-adoption benefit" was constructed to study the influencemechanism of technology diffusion channel on the adoption process of co-culture mode of rice and shrimp of farmers.Then,based on the data of 603 field surveys,the influence of diffusion channels on farmers' willingness to adopt was tested by using Logit Model and the influencing factors of farmers' adoption intention and adoption behavior were estimated by means of Binary Probit Model and Hierarchical Regression Analysis.As for adoption benefit,the model of output value per unit area and the unit area cost are constructed based on the production function,and the influence of the technology diffusion channel on the benefit the co-culture mode of rice and shrimp is estimated by the Robust Standard Error OLS.And other internal and external factors that influence farmers' adoption behavior are grasped as a whole.The main conclusions of this paper are summarized as follows:(1)The paper establishes the theoretical framework of the farmer's decision-making on the model of eco-agriculture,and points out that farmers' mastery of eco-agricultural technology is an important influencing factor in the decision-making of their eco-agricultural model.Based on the construction and deduction of farmers' utility function,this paper analyzes the core principles behind the adoption of farmers' eco-agricultural model,and points out that maximization of production profit and minimization of production risk are the two objectives of farmers' adoption of ecological agricultural model and they both also determine the utility level of farmers.On the basis of theoretical analysis and literature review,this paper explains the specific affecting paths of agricultural technology diffusion channels,such as quantity,quality and category,on farmers' adoption intention,adoption behavior and adoption benefits of ecological agricultural model.Besides,the theory model of the relationship between technology diffusion channel and farmers' adoption behavior is put forward.(2)The situation of the technology diffusion channels that farmers can apply is quite different,but the overall quality is poor.Communication with the surrounding farmers is the most preferred channel for farmers to obtain the co-culture technology of rice and shrimp.The number of technology diffusion channels available to sample farmers is relatively small,and the compactness of relationship with technology diffusion channels is relatively low.However,farmers have a better evaluation of channels' technology effectiveness,and generally believe that existing channels can save the cost of technology acquisition.From the average level of technology diffusion channels applied by farmers,the average number of technology diffusion channels used by farmers is 1.96,indicating that most farmers have 1~2 ways toacquire new agricultural technologies;The average score of channels' technical effectiveness is 3.25,which indicates that farmers generally agree with the actual value of current technology diffusion channel;The average score of channels' cost saving is 3.32,which indicates that farmers mostly think that using the current technology diffusion channel will not cost too much money;The mean score of the compactness of channel relationship was 3.12,which was lower than that of the other two evaluation items,which indicated that the relationship between farmers and agricultural technology diffusion channel was not very close.Among the five main channels of agricultural technology diffusion,the channel of "communicating with the surrounding farmers" is the most favored by farmers,and the evaluation of its technical effectiveness,compactness of relationship,and cost saving are at the top of the list.Especially,the score of the compactness of channel relationship is much higher than that of other channels,which indicates that the exchange of agricultural production between farmers is the main way of information flow in rural areas at present.(3)Farmers' willingness to adopt the co-culture mode of rice and shrimp was more positive,and the quantity and cost saving of technology diffusion channels had obvious promoting effect on farmers' willingness to adopt the co-culture mode of rice and shrimp.Farmers are more willing to adopt the co-culture mode of rice and shrimp when using the channel of agricultural enterprises or retail stores.The quantity and cost saving of agricultural technology diffusion channels had a significant positive impact on farmers' willingness to adopt co-culture mode of rice and shrimp,while the compactness of channel relationship had a significant negative effect on farmers' willingness to adopt co-culture mode of rice and shrimp.Other characteristics of farmers also have a significant impact on their willingness to adopt the model of rice and shrimp co-culture.The older the head of household is,the more serious the degree of land fragmentation is,and the more difficult the technical operation of rice and shrimp co-culture mode is expected to be.When the head of household is older,the degree of land fragmentation is more serious,and the technical operation of rice and shrimp co-culture mode is more difficult,the probability of being willing to adopt rice and shrimp co-culture mode for peasant household will be significantly reduced.And when the share of household agricultural income is relatively high,the scale of cultivated land is larger,the expected economic benefits of the co-culture mode of rice and shrimp is higher,the head of household join farmers' cooperative organizations,and the surrounding farmers who adopted the co-culture mode of rice and shrimp ismore,the peasant household will show a stronger willingness to adopt the co-culture mode of rice and shrimp.Comparing the influence of five main technology diffusion channels on farmers' willingness to adopt the co-culture mode of rice and shrimp,it is found that farmers are more likely to be willing to adopt the co-culture mode of rice and shrimp when they apply the channel of agricultural enterprises or retail stores.However,the effect of applying other four channels on farmers' adoption intention is not significant.(4)Farmers' adoption rate of the co-culture mode of rice and shrimp was higher,and the adoption behavior was positively affected by the number of technology diffusion channels.Farmers who gain access to agricultural technology by communicating with the surrounding farmers are more likely to implement the co-culture mode of rice and shrimp.In addition,the relationship between adoption intention and adoption behavior is regulated by the cost-saving effect of technology diffusion channel.63% of the households surveyed have adopted the co-culture mode of rice and shrimp,with a total of 381 households.Among the farmers,the total percentage of farmers who have the will to adopt and have also been adopted the mode of rice and shrimp co-culture was 57.88%.And the percentage of farmers who have the will to adopt but have not yet adopted is 12.94%.Under the condition of considering farmers' willingness to adopt,the estimation results based on Bivariate Probit model show that the number of agricultural technology diffusion channels has a significant positive effect on the adoption behavior of the co-culture mode of rice and shrimp.However,the impact of the quality of diffusion channels on farmers' adoption behavior is not significant.Among the different types of technology diffusion channels,only "communicating with the surrounding farmers" showed a significant positive effect on the adoption of the co-culture mode of rice and shrimp of the farmers.From the point of view of the consistency between farmers' adoption intention and adoption behavior,the number of technology diffusion channels used by farmers has a significant effect on the positive probability that their adoption will be consistent with their adoption behavior.The compactness of channel relationship greatly reduces the probability of farmers having the will to adopt but not the behavior of adoption.In addition,Analytic Hierarchy Process was used to analyze the regulation of agricultural technology diffusion channels,and it was found that the adoption intention of the co-culture mode of rice and shrimp had a significant positive effect on the adoption behavior.The interaction between adoption intention and cost saving of channel has a significant positive effect on farmers' adoption behavior,which indicates that the interaction between adoption intention and cost saving of channel strengthens the positive effect of adoption intention on adoption behavior to a certain extent.(5)The profitability of farmers adopting the co-culture mode of rice and shrimp was better,and the benefit per unit area of the co-culture mode of rice and shrimp was significantly affected by the relationship compactness and cost saving of the technology diffusion channels.Interpersonal diffusion channel is the main technology diffusion channel that affects the production benefit of the co-culture mode of rice and shrimp.Among the households who applied the co-culture mode of rice and shrimp,the factors affecting the output value and cost per unit area of large-scale and ordinary small-scale households are obviously different.The profit of the co-culture mode of rice and shrimp is better,with an average income of 4100.37 yuan per mu and an average profit of 1839.48 yuan per mu,which is slightly lower than the benefits of fine-growing crayfish in ponds,but much more than the simple mode of rice cultivation.Therefore,under the premise of ensuring the rice production area,the farmers' income can be realized through the high income of crayfish products.The compactness of relationship between the technology diffusion channels and communicating with the surrounding farmers has a significant positive effect on the output value per unit area of households who applied the co-culture mode of rice and shrimp.The strengthen of the compactness and cost saving of technology diffusion channels will significantly increase the cost per unit area of households who applied the co-culture mode of rice and shrimp.In addition,when the peasant households obtain the co-culture technology of rice and shrimp by joining the farmers' cooperative organization,communicating with the surrounding farmers and surfing the Internet or consulting books,the cost per unit area will be greatly increased.Last but not least,the influencing factors of output value and cost per unit area of households who applied the co-culture mode of rice and shrimp in different scales were significantly different.The possible innovation of this study are reflected in the following three aspects:(1)From the perspective of three-dimensional dynamic process,the mechanism model of the influence of technology diffusion channels on the adoption of eco-agricultural model of farmers is summarized,and the internal mechanism of "intention-behavior-benefit" of farmers' adoption of eco-agricultural model is deeply revealed.Few studies have included the behavioral inducement and evaluation of economic effects of farmers adopting eco-agricultural models in the same frameworkof analysis.But in real life,the behavior and results of farmers' adoption of eco-agricultural model are two aspects that can not be separated for farmers' production decision.The adoption of eco-agricultural model directly affects the level of agricultural income.And economic returns,in turn,will have an important driving force for farmers' adoption decision.This study will make a comprehensive analysis of the intention,behavior and benefit of the farmer to adopt the model of eco-agriculture,and analyze the adoption of the farmer's model of eco-agriculture from the behavioral process perspective of the "adoption intention-adoption behavior-adoption benefit".(2)The theoretical model of farmers' external agricultural technology diffusion channels affecting the adoption of their internal adoption of eco-agricultural model is constructed.Although some studies have paid attention to the impact of technical resource factors such as government ' s agro-technical extension,participation in technical training,and farmers' cooperative organizations on farmers' eco-agricultural production,the influence of eco-agricultural technology diffusion has not been systematically summarized and in-depth analyzed.In this study,the factors of technology resource adopted by ecological agriculture are integrated and deconstructed from the angle of the diffusion channel,and the influence mechanism of the technology diffusion channel applied by farmers on their adoption of the eco-agriculture model is analyzed.In particular,from the three dimensions of the number,the quality and the type of the technology diffusion channel,the theoretical model of farmers' external agricultural technology diffusion channels affecting the adoption of their internal adoption of eco-agricultural model is constructed.(3)Based on the theory of the process of innovative adoption,a dynamic incentive mechanism for farmers to adopt the ecological agriculture model is proposed.According to the multi-stage characteristics of innovative adoption process and the formation mechanism of "adoption willingness--adoption behavior--adoption benefit",this study proposes that the following principles should be met in constructing the diffusion mechanism of eco-agricultural technology: strengthening farmers' perception of the usefulness of the eco-agricultural model,improving the technical usability of the eco-agricultural model to farmers,improving the profitability of farmers to adopt the eco-agricultural model,and weakening the risk of adopting eco-agricultural model.Then,based on the behavioral characteristics of different stages and our empirical research results,we put forward the induction mechanism of farmers' adoption willingness,the incentive mechanism of farmers' adoption behaviorand the promotion mechanism of farmers' adoption efficiency.Through the continuous incentive of farmers' dynamic behavioral process,the stable and efficient adoption of ecological agriculture model by farmers will be realized. |
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