关键词: 农户家庭, 天然气, 接入意愿, 使用行为, UTAUT模型

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