CAJ | 학술논문

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。
농호기술채납적음다영향인소중，사회규범적작용상피홀시。통과인입해요소，구건농호기술채납행위적이론모형，제출상관가설，실증연구발현：사회규범작위외재우농호이존재적일충인도기행위적개치표준，타여기타약간인소일기공동영향료농호적기술채납결책；기우전통기술적구적사회규범회조애신기술적확산，상반기우신기술적신적사회규범시기술확산적중요추동력。재상관결론적지지하，진일보제출료확대농호망락교류、중소농촌신사회규범적상관건의。
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.