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| 文章编号：1672-3104(2015)05-0169-06 |
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农业技术入户一个不可忽视的影响因素：社会规范 |
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谢方1，徐志文1, 2 |
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（1. 铜陵学院工商管理学院，安徽铜陵，244000；
2. 西北农林科技大学经济管理学院，陕西杨凌，712100） |
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| 摘 要： 农户技术采纳的众多影响因素中，社会规范的作用常被忽视。通过引入该要素，构建农户技术采纳行为的理论模型，提出相关假设，实证研究发现：社会规范作为外在于农户而存在的一种引导其行为的价值标准，它与其他若干因素一起共同影响了农户的技术采纳决策；基于传统技术的旧的社会规范会阻碍新技术的扩散，相反基于新技术的新的社会规范是技术扩散的重要推动力。在相关结论的支持下，进一步提出了扩大农户网络交流、重塑农村新社会规范的相关建议。 |
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| 关键词： 社会规范；技术采纳；内化；网络交流 |
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Social norms: An unnegligible influencing factorin agricultural technology adoption |
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XIE Fang1, XU Zhiwen1, 2 |
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（1. School of Industry and Business Administration, Tongling College, Tongling 244000;
2. School of Economics and Management, Northwest A & F University, Yangling 712100） |
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| Abstract: Among numerous influencing factors in agricultural technology adoption, social norms are always an negligible one. Based on the introduction of this element, a technology adoption theory model is constructed, and related hypothesis is put forward. Through empirical study, it is found that as a value to guide the farmers’ actions, social norms, together with a number of other factors, affect the farmers’ decision on technology adoption. Old social norms on traditional techniques impede the diffusion of new technologies; instead, new social norms on new technology are an important driver of technology diffusion. With the support of these conclusions, some recommendations are proposed, such as expanding the farmers’ social network and reinventing new rural social norms. |
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Key words: social norms; technology adoption; internalization; network |
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