基于新疆1027户棉农的调查数据，利用有序Probit模型和中介效应模型考察新媒体使用、生态认知对农户低碳农业技术采纳行为的影响。结果表明：新媒体使用、生态认知对农户低碳农业技术采纳行为有显著正向影响，且新媒体使用的作用更大；生态认知在新媒体使用影响农户低碳农业技术采纳行为中发挥部分中介作用；户主年龄、受教育程度、外出务工、农业社会化服务、当地政府提供讲座与培训等均对农户的低碳农业技术采纳行为产生显著影响。

Based on the survey data of 1027 cotton farmers in Xinjiang, the influence of new media use and ecological cognition on the farmers’ adoption behavior of low carbon agricultural technology has been studied by using the ordered Probit model and the intermediary effect model. The results show that the use of new media and ecological cognition have a significant positive effect on the farmers’ adoption behavior of low-carbon agricultural technology and the use of new media has a greater promoting effect. Ecological cognition plays a partial mediating role in the influence of new media use on farmers’ adoption behavior of low-carbon agricultural technology. Some factors such as farmers’ age, their education level, migrating for work, agricultural social service, the lectures and training provided by the local government and so on have a significant impact on the farmers’ adoption behavior of low-carbon agricultural technology.

F323.22

国家自然科学基金项目（72163028）；兵团维稳戍边智库重大项目（21BTZKA02）