以技术接受理论为基础，分析感知易用性、感知有用性、社群影响、便利条件和农户特征对农户测土配方施肥技术采纳意愿的影响及路径，并以此构建结构方程模型，利用湖南、黑龙江、吉林三个水稻主产区的农户调查数据，实证检验各因素对农户测土配方施肥技术采纳意愿的影响，结果表明：农户特征、感知有用性对农户技术采纳意愿有显著的正向影响，感知易用性对感知有用性存在显著的正向影响；社群影响可以直接影响农户的感知有用性，也可以通过影响感知易用性而间接影响感知有用性，进而影响农户的技术采纳意愿；便利条件通过影响感知易用性而间接影响农户技术采纳意愿。因此，通过社群影响和便利条件直接或间接影响农户对技术易用性和有用性的心理感知，进而通过感知有用性提高农户技术采纳意愿是行之有效的路径。

Based on the theory of technology acceptance, this paper analyzes the influence and path of factors including perceived ease of use(PEOU), perceived usefulness(PU), social influence(SI), facilitating condition(FC)and household characteristic (HC) on farmers’ willingness to adopt soil testing and formulated fertilization technology, and constructs a structural equation model based on this. Using the survey data of farmers in three main rice producing areas of Hunan, Heilongjiang and Jilin, this paper empirically tests the influence of various factors on farmers ’willingness to adopt soil testing and formulated fertilization technology. The results show that: farmers' characteristics and perceived usefulness have a significant positive impact on farmers' willingness to adopt technology, and perceived ease of use has a significant positive impact on perceived usefulness; community influence can directly affect farmers' perceived usefulness, or indirectly affect the perceived usefulness through the impact of perceived ease of use, and then affect the willingness of farmers to adopt technology; facilitation conditions indirectly affect farmers' willingness to adopt technology by affecting perceived ease of use. Therefore, it is an effective way to directly or indirectly influence farmers 'psychological perception of technology usability and usefulness through community influence and convenience conditions, and then increase farmers' willingness to adopt technology through perceived usefulness.

F323.3；S147.2