| Water resources occupy the important position in every industry especially the agriculture.There are the world's top water resources in China where the amount per capita water resource is low.China still has severe drought and water shortage.There is a large difference of water resources quantity between the north and the south China.What's more,northwestern region has an acute shortage of water resources.Water is a kind of non-renewable resources,so that we can promote the use of water-saving technology to make peasant household irrigate farmland more efficiently.Developing water-saving irrigation is one of the important strategic tasks to maintain sustainable development of the society.However,the process of the promotion of advanced water-saving techniques is slow.Compared with other technologies,agricultural technology has its own characteristics,which is more susceptible to constraints of natural conditions such as geography and space.Besides objective factors,psychosocial factors,such as social norms also have important influence on famer's behaviors.In order to examine the effect of social norms in the agricultural technology acceptance behavior,this paper research from influence relation to influence path.Based on the theory of planned behavior,this study combined with related norm's activation theory,used situation of farmers for agricultural water saving technology in China,both domestic and foreign related research conclusion to define the connotation of the social norms.After collecting,processing and describing related data,this research elected the possible factors that affect farmers with agricultural water-saving technology behavior.Then the paper estimated the indicators of social norms and each dimension,put forward the theoretical hypothesis and used Logit model to research the influence of social norms for the agricultural water-saving technology adoption behavior.Next,after verifying there is intermediary variable in the influence of social norms to agricultural water-saving technology adoption behavior,this study decomposed the mediation effect of social norms and measured the respective contribution of intermediary variable.What' more,on the basis of summing up the results of the whole,this article give the relative policy suggestions.The main conclusions are as follows: at first,it is found that 74.84% of farmers realize clearly that the current situation of water resources shortage.However,the cognition of whether can water saving technology benefit agricultural production also has big difference from famer to famer.In addition,the adoption of sprinkler irrigation,drip irrigation and other high efficient water saving technology is still in a low level.Second,the paper constructed the index system of social norms,and proves that the social norms and its three classification indexes: the descriptive norms,imperative norms and individual norms have significant positive effects on farmers' water-saving technology adoption behavior.Descriptive norms affect famers' behavior most when imperative norms' influence is a bit weak and finally is personal norms.In addition to the social norms,the factors such as age,risk preference,family income,the degree of multiple occupations,water price and water scarcity perception have significant impacts on farmers advanced water-saving technology adoption behavior.Third,this study proves that the intermediary effect to social norms play an important role in the process of farmers water-saving technologies decision-making.Social norms have both direct effect and indirect effect at the same time to farmers' water-saving technology adoption behavior.Furthermore,social norms can work indirectly by three impacts: planting scale,technical perceived usefulness and technical ease perception.The indirect effect of technical usefulness and ease of use perception is positive.However,plantation structure would restrain the influence of social norms on water saving technology adopting behavior of famers. |
PDF Full Text Request