Abstract: Gas into the household is an important part of the clean and green energy revolution.in China’s vast rural areas. This paper has researched on the rural households’ access willingness and Continuous use behavior by means of data of Shaanxi Province and Unified Theory of Acceptance and Use of Technology / UTAUT. The results show that perceived risk, convenience condition, performance expectation and community influence have a significantly positive impact on the access willingness of rural households. Access willingness has a positive impact on continuous use behavior, while convenience condition can not directly affect continuous use behavior. Age and family per capita annual income have significant moderating effects on the impact of performance expectation on access intention, and the higher the per capita annual income, the higher the expectation of natural gas and its use, while farmers aged 40~60 are more willing to access natural gas and use it; usage experience has a moderating effect on perceived risk and community influence on access intention. Thus, it is suggested that the government should strengthen the guiding role, and timely issue a systematic and complete package of rural gas promotion policies; gas enterprises should organize gas sources in many ways to ensure gas supply, strengthen cost accounting and provide qualified gas services and technical support; farmers should actively increase their income, change their consumption senses, learn and master the knowledge of safe gas use, furthermore encourage farmers with gas usage experience to use natural gas first, and drive neighbors, relatives and friends to accept natural gas energy usage.

Key words: rural households, gas, access willingness, usage behavior, UTAUT model

摘要： 在我国广袤的农村,天然气入户是清洁绿色能源革命的重要内容。运用技术接受使用统一模型即UTAUT,以陕西省为案例对象,研究农户家庭对天然气的接入意愿和持续使用行为。结果表明,感知风险、便利条件、绩效预期和社群影响4个方面由强至弱对农村家庭天然气的接入意愿具有正向显著影响。其中,接入意愿正向显著影响持续使用行为,而便利条件不能直接对持续使用行为构成显著影响。年龄、家庭人均年收入分别对绩效预期影响接入意愿具有显著调节作用,人均年收入越高的农户对天然气及其使用预期越高,40~60岁农家主事者对天然气及使用有更高的接入意愿;使用经历对感知风险、社群影响作用于接入意愿具有调节效应。为此,政府部门应强化引导作用,及时出台系统化、完整的一揽子农村天然气推广政策;燃气企业多方组织气源,保障燃气供应,在加强成本核算的同时提供合格的燃气服务和技术支持;农民个人积极增加收入,转变能源消费观念,学习、掌握和安全使用天然气;鼓励有燃气使用经历的农户先行接入使用,辐射带动邻居、亲友接受天然气能源使用。

关键词: 农户家庭, 天然气, 接入意愿, 使用行为, UTAUT模型