数字素养对农户绿色生产技术采纳行为的机理探析——以绵阳市安州区水稻种植户为例

An Analysis of the Mechanisms of Farmers’ Adoption Behavior of Green Production Technologies from the Perspective of Digital Literacy—A Case Study of Rice Growers in Anzhou District, Mianyang City

摘要: 数字乡村战略持续推进，数字技术与农业绿色发展深度融合，农户数字素养是推动农业生产绿色转型的重要软性要素。本文以绵阳市安州区水稻种植户为研究场景，将农户数字素养划分为数字通用、数字信息、数字社交、数字应用、数字创意、数字安全六大维度。文章搭建分层理论框架：依托农户行为理论分析数字素养影响绿色生产技术采纳的直接机理，借助技术接受模型构建感知易用性、感知有用性两条间接传导路径，并基于环境规制理论建立约束型、激励型、引导型三维调节机制，从理论层面解析作用逻辑与边界条件。研究发现，多维数字素养既能直接破除农户绿色生产转型阻碍，也可通过改善技术认知间接促进技术采纳，三类环境规制对该过程具备调节作用。研究丰富数字赋能农业绿色发展相关理论，为县域水稻产业升级与数字惠农政策实施提供理论支撑。

Abstract: The digital countryside strategy continues to advance, with digital technologies deeply integrated into green agricultural development. Farmers’ digital literacy serves as a crucial soft factor in driving the green transformation of agricultural production. This study examines rice farmers in Anzhou District, Mianyang City, categorizing farmers’ digital literacy into six dimensions: general digital skills, digital information, digital social interaction, digital applications, digital creativity, and digital security. The paper establishes a hierarchical theoretical framework: employing farmer behavior theory to analyze the direct mechanisms through which digital literacy influences the adoption of green production technologies; utilizing the technology acceptance model to identify two indirect pathways—perceived ease of use and perceived usefulness; and applying environmental regulation theory to establish contextual constraints. The study employs a three-dimensional regulatory framework comprising constraint-based, incentive-driven, and guidance-oriented mechanisms to analyze the underlying operational logic and boundary conditions at the theoretical level. Findings indicate that multidimensional digital literacy can not only directly overcome barriers to farmers’ transition toward green production practices but also indirectly facilitate technology adoption by enhancing technological awareness; these three types of environmental regulations exert moderating effects on this process. The research enriches the theoretical framework for digitally empowering green agricultural development and provides theoretical support for upgrading county-level rice industries and implementing digital agriculture support policies.