Abstract: Based on the survey data of 372 rice farmers in Jianghan Plain, this paper empirically investigated the influence of information access channels on farmers adoption degree of agricultural machinery social services by using the ordered Probit model, and explored the influence mechanism of information access channels on farmers adoption degree of agricultural machinery social services from the perspective of nonagricultural employment. The results show that media channels, organizational channels and interpersonal channels can promote the adoption degree of agricultural machinery social services, and the robustness test results are still significant. The promotion effect of media channels, organizational channels and interpersonal channels on the adoption degree of farmers social agricultural machinery services is realized through nonagricultural employment. Further heterogeneity analysis shows that the information access channel has a positive impact on the adoption degree of agricultural machinery social services for farmers with a low proportion of agricultural income, while it has a negative impact on the adoption degree of agricultural machinery social services for farmers with a high proportion of agricultural income. The information access channel has little influence on the adoption degree of agricultural machinery social services of farmers with low education level, but has significant influence on the adoption degree of agricultural machinery social services of farmers with high education level. Therefore, it is suggested to  broaden the information access channels of farmers, encourage farmers to obtain employment through multiple channels, and implement differentiated support policies for different farmers choices.

Key words: information acquisition channels, agricultural machinery socialization service, nonagricultural employment, ordered Probit model

摘要： 基于江汉平原372户水稻种植户调查数据，运用有序Probit模型实证考察信息获取渠道对农户农机社会化服务采纳程度的影响，并从非农就业视角探讨信息获取渠道对农户农机社会化服务采纳程度的影响机制。研究结果表明：媒介渠道、组织渠道和人际渠道对农户农机社会化服务采纳程度具有促进作用，经过稳健性检验结果依旧显著；媒介渠道、组织渠道和人际渠道对农户农机社会化服务采纳程度的促进作用通过非农就业实现。进一步异质性分析发现，信息获取渠道对农业收入占比低的农户农机社会化服务采纳程度具有正向影响，而对农业收入占比高的农户农机社会化服务采纳程度具有负向影响；信息获取渠道对受教育程度低的农户农机社会化服务采纳程度影响较小，而对受教育程度高的农户农机社会化服务采纳程度影响显著。因此，建议拓宽农户信息获取渠道，鼓励农户多渠道就业，并针对不同农户实行差异化扶持政策。

关键词: 信息获取渠道, 农机社会化服务, 非农就业, 有序Probit模型