人格特质对茶农有机茶技术采纳的影响

根据福建省安溪县656份的问卷调查数据,基于大五人格特质理论,运用结构方程模型分析人格特质对茶农的有机茶技术采纳行为的影响。结果表明:安溪县茶农的经营特征与其所处的技术环境对有机茶技术采纳行为不存在显著直接效应,但都通过技术采纳态度对技术采纳的行为产生正向影响作用,其中有机茶技术采纳态度起完全中介作用;人格特质对有机茶技术采纳行为既存在直接正向预测作用,又通过有机茶技术采纳态度对技术采纳行为产生间接正向预测作用,并且间接效应大于直接效应,起中介变量的作用。因此,运用人格测评工具来发挥技术采纳者的性格优势在技术采纳过程中的作用,释放有机茶技术的生态溢出效应,将为有机茶技术推广研究提供新思路。

Influence of Personality Traits on the Adoption of Organic Tea Technology Adoption by Tea Farmers

(1)Background——With the aggravation of agricultural non-point source pollution,people from all walks of life have deeply realized the urgency of popularizing organic technology,but less in-depth research has been carried out on the influence mechanism of technology adoption behind it. Personality traits may affect farmers' choice of technology adoption to a certain extent.(2) Methods——The data mainly come from three aspects: Firstly,according to the survey scope of villages and towns,households were divided into a questionnaire survey. Secondly,the survey entrusts tea farmers to train staff to fill in. Thirdly,the investigators use the network questionnaire star to invite farmers to fill in.The structural equation model is used for calculation and analysis.(3) Results——First of all,it is assumed that H_5 and H_7 are excluded,indicating that there is no significant direct effect of business characteristics and technological environment on the adoption of organic tea technology. Although all sectors of society have deeply understood the importance of organic tea technology,the promotion results are limited. The hypothesis of H_1,H_2 and H_4 passed the test,indicating that both business characteristics(0. 347) and technological environment(0. 124) had an indirect positive correlation effect on organic tea technology adoption behavior through organic tea technology adoption attitude. Organic tea technology adoption attitude plays a complete intermediary role between management characteristics,technological environment and organic tea technology adoption behavior. It also confirms that due to the low willingness of tea farmers to adopt organic tea technology,the promotion of sustainable agricultural technology is in a bottleneck period. Secondly,it is assumed that both H_2 and H_3 pass the test,indicating that personality traits(0. 322) not only have a direct positive predictive effect on organic tea technology adoption behavior,but also have an indirect positive predictive effect on organic tea technology adoption behavior through organic tea technology adoption attitude.Moreover,the indirect effect of personality traits on organic tea technology adoption behavior(0. 270) is greater than the direct effect(0. 069),which accords with the meaning of intermediary variables. It can be seen that,compared with business characteristics,technical environment and other factors,personality traits,as a neglected psychological factor in the process of adopting organic tea technology,lack of due exploration,which needs to be paid attention to.(4) Conclusions and Discussions——The indirect effect of personality traits on the adoption of organic tea technology is reflected in that the study of personality traits being conducive to the improvement of tea farmers' ability to accept organic tea technology,to the promotion of tea farmers' willingness to adopt organic tea technology,and to expand the scope of organic tea technology diffusion. The direct effect of personality tea is reflected in the establishment of the promotion system of innovative agents,opinion leaders and quasi-professional assistants in the promotion and adoption process of organic tea technology. In the critical bottleneck period of the diffusion process of organic tea technological innovation,we should focus on the implantation of personality trait thinking,judge the technical threshold and hindrance factors that different individuals may have in the face of organic tea technology adoption,and choose appropriate channels and interpersonal communication methods. Through the cultivation of personality traits,we can promote the change of tea farmers' attitude towards the adoption of organic tea technology,and then guide the positive adoption behavior of organic tea technology,so as to give full play to their personality advantages and provide new ideas for the innovation and adoption of organic tea technology.