关键词: 农户采纳行为, 锚定效应, 深翻还田技术, 农机服务, 社会网络

Abstract: Under the background of green and sustainable development strategy, the application of straw deep turn and returning to the field is of great value to the development of highquality ecological agriculture and the control of agricultural and rural environmental pollution. Based on the theory of the anchor effect of behavioral economics, this paper uses the micro survey data of 1036 farmers in 4 counties of Henan Province to analyze the influence mechanism of the anchor effect on the adoption of straw returning technology using the Probit model and OLS model. The results show that when only external anchors exist, there is a significant external anchor effect on farmers adoption of straw deep turn and returning to the field, which is indicative of the dominant role of the intuitive decision system and operates in a passive processing mode. When both external and internal anchors coexist, the internal anchor effect becomes more prominent, with regression coefficients of 0.630 and 0.088, and the extrinsic anchor effect weakens or disappears. In addition, the degree of commercialization plays a positive moderating role in the external anchor effect on the adoption of straw deep turn and returning to the field, with the interaction term coefficient of 2.174 and 0.061. The higher the degree of commercialization, the stronger the promotion effect of the internal anchor effect on farmers adoption of straw deep turn and returning to the field. Similarly, social networks have a positive moderating effect internal anchor effect on farmers, with interaction term coefficients of 0.641 and 0.121. Social networks help the longterm operation of straw deep turn and returning to the field technology. Based on these findings, it is proposed to improve farmers awareness of green technology, moderately expand the scale of agricultural machinery service, and use digital media to promote the concept of green development to improve the farmers enthusiasm to adopt straw deep returning to the field.

Key words: farmer adoption behavior, anchor effect, deep return technology, agricultural machinery service, social network