世界农业

在数字乡村建设有序推进的背景下，明晰数字技术对农户绿色防控技术采纳的影响，对推进农业高质量发展意义重大。本文依据晋冀两省1 332份梨种植户调查数据，运用内生转换回归模型实证检验以数字技术接入和数字技术三个维度功能使用(信息查询、信息交流及网络销售)为表征的数字技术使用对农户绿色防控技术采纳的影响效应，并运用中介效应模型深入分析绿色认知在其中的作用路径。结果表明：(1)数字技术接入和数字技术功能使用均显著促进农户绿色防控技术采纳，且功能使用影响效应更大。(2)数字技术功能使用引致的农户绿色防控技术采纳提升效应大小依次为网络销售>信息交流>信息查询。(3)机制分析表明，农户绿色认知在数字技术接入对其绿色防控技术采纳影响中未发挥中介作用，而在数字技术功能使用对其绿色防控技术采纳影响中发挥中介作用，且中介效应大小依次为信息查询>信息交流>网络销售。(4)异质性分析表明，数字技术功能使用程度越深，对农户采纳绿色防控技术的提升效果越大。据此，建议扩大数字基础设施有效覆盖，全面提升农户数字技能；推动农户数字技术功能使用纵深发展；加强绿色农业生产宣传教育，提升农户绿色认知。

In the context of the orderly progress of digital rural construction, it is of great significance to clarify the impact of digital technology on the adoption of green prevention and control technology to promote the high-quality development of agriculture. This paper is based on the survey data of 1 332 pear farmers in Shanxi and Hebei provinces, an endogenous transformation regression model was applied to empirically test the effects of digital technology access and three dimensions of functional use(information query, information exchange and online sales) on the adoption of green prevention and control technologies by farmers, and a mediation model was applied to deeply analyze the role of green cognition in the adoption of green prevention and control technologies.The results show that:(1)Both digital technology access and digital technology function use significantly promote the adoption of green prevention and control technologies by farmers, and the effect of function use is greater.(2)The effect of digital technology function use on the adoption of green prevention and control technology by farmers is in the following order: online sales>information exchange>information query.(3)Mechanism analysis shows that farmers' green cognition does not play a mediating role in the impact of digital technology access on their adoption of green prevention and control technology, but plays a mediating role in the impact of digital technology function use on their adoption of green prevention and control technology, and the size of the mediating effect is in the following order: information query>information exchange>network sales.(4) Heterogeneity analysis shows that the deeper the degree of digital technology function use, the greater the enhancement effect on the adoption of green prevention and control technology by farmers.Accordingly, it is recommended to expand the effective coverage of digital infrastructure to comprehensively improve the digital skills of farmers; to promote the deeper development of the use of digital technology functions by farmers; and to strengthen the publicity and education on green agricultural production to enhance the green cognition of farmers.