关于数字技术促进农户农业社会化服务购买行为的路径思考

Pathway Exploration of Digital Technology in Promoting Farmers’ Socialized Agricultural Service Procurement Behavior

摘要: 在农业现代化转型背景下，数字技术通过重构生产要素配置逻辑，为破解农户社会化服务购买行为中的供需结构性矛盾提供了新路径。本文基于诱致性技术创新理论、技术接受模型与制度互补理论，系统剖析数字技术驱动农户社会化服务购买行为的理论机制。研究发现：资源禀赋差异通过要素替代效应驱动需求分化，数字技术通过平台化整合突破传统资源约束；技术认知在数字素养与场景化教育的双重作用下调节农户决策，社会网络形成线上线下融合的技术扩散路径；政策与市场的协同效应通过降低交易成本激活服务需求，金融创新工具推动要素流动闭环。数字技术通过信息优化、效率提升与风险对冲三重路径赋能社会化服务，重塑农业生产组织形式与价值实现机制。研究提出“数字基建–服务协同–数据治理”三位一体政策框架，强调技术适配性、制度弹性与文化嵌入的协同创新，为农业社会化服务数字化转型提供理论支撑与实践启示。

Abstract: Under the backdrop of agricultural modernization transformation, digital technology provides a novel pathway to address the structural contradictions between supply and demand in farmers’ purchasing behavior of socialized services by reconstructing the allocation logic of production factors. Grounded in the Induced Technological Innovation Theory, Technology Acceptance Model, and Institutional Complementarity Theory, this study systematically analyzes the theoretical mechanism through which digital technology drives farmers’ socialized service procurement behavior. The findings reveal that: Heterogeneous resource endowments drive demand differentiation through factor substitution effects, while digital technology transcends traditional resource constraints via platform-based integration; Technological cognition mediates farmer decision-making through dual mechanisms of digital literacy enhancement and contextualized education, with social networks establishing technology diffusion pathways integrating online and offline channels; Policy-market synergy activates service demand by reducing transaction costs, complemented by financial innovation tools facilitating factor mobility closure. Digital technology empowers socialized services through tripartite mechanisms-information optimization, efficiency enhancement, and risk hedging-thereby reshaping agricultural production organization patterns and value realization mechanisms. The study proposes a trinity policy framework encompassing “digital infrastructure-service coordination-data governance”, emphasizing synergistic innovation through technological adaptability, institutional flexibility, and cultural embeddedness. These insights provide theoretical underpinnings and practical implications for the digital transformation of agricultural socialized services.